UPDATE: Commuters at Grand Central Terminal are experiencing a festive twist this holiday season, as a delightful scent of vanilla and fresh pine fills the air. This aromatic surprise is part of an innovative advertising campaign launched by Bath & Body Works, designed to enhance the bustling atmosphere of one of New York City’s busiest transit hubs.
Starting this month, commuters have noticed the holiday fragrance wafting through the 42nd Street shuttle train platform and connecting tunnels. The campaign, which runs through November 2023, involves the use of diffusers strategically placed on steel girders and walls, releasing a total of 20 to 30 pounds (9 to 14 kilograms) of aroma.
Many travelers are expressing their appreciation for the fresh scent. Commuter Jerome Murray remarked, “It smells better than the normal New York City tunnels that we normally smell here. So yes, I appreciate it.” Meanwhile, Kelly Rodriguez, 23, described the scent as “a pine scent, very Christmassy,” a sentiment echoed by several riders.
While the smell is subtle enough that some commuters might overlook it, those who do notice find it refreshing amidst the typical mix of urban odors. The Metropolitan Transportation Authority (MTA) confirmed this is the first aroma-based advertising campaign in the subway system, aimed at generating new revenue streams.
Officials state that the MTA conducted a pilot program last year in stations across Queens and Brooklyn to test the safety and gather feedback, with no complaints received to date, according to Mary John, the agency’s director of commercial ventures.
Jamie Sohosky, chief marketing officer at Bath & Body Works, explained the choice of the “Fresh Balsam” scent, highlighting its status as one of the brand’s most iconic holiday fragrances. “Grand Central was a natural choice,” she added, given the significant number of riders connecting to various trains.
As the holiday season approaches, this unique sensory experience is not just about fragrance; it’s a strategic effort to enhance the commuter experience while exploring innovative advertising methods. Commuters are encouraged to share their experiences as this aromatic campaign unfolds, adding a touch of holiday spirit to their daily journeys.
Stay tuned for more updates on this developing story, and if you’re passing through Grand Central, take a moment to enjoy the festive scent!
