Commuters at New York City's Grand Central Station are experiencing a unique sensory shift this month. The usual mix of urban odors on the 42nd Street shuttle train platform has been replaced by the distinct scents of vanilla and fresh pine. This change is part of a novel advertising campaign by Bath & Body Works.
Key Takeaways
- Bath & Body Works is diffusing seasonal scents at Grand Central Station.
- This marks the first aroma-based ad campaign in NYC subway history.
- Diffusers are discreetly placed above the platform and in connecting tunnels.
- The MTA tested similar campaigns in Queens and Brooklyn stations last year.
- The campaign aims to disperse 20-30 pounds of fragrance by month-end.
A New Olfactory Experience for Commuters
The Grand Central subway station, known for its constant flow of people, now offers a different experience. For November, the air on the 42nd Street shuttle platform carries a pleasant aroma. This initiative comes from Bath & Body Works, which is actively releasing a seasonal fragrance into the busy transit hub.
Many riders move quickly through the station, often unaware of the source of the new smell. However, for those who notice, the scent is a clear departure from typical subway smells. Diffusers are discreetly attached to a steel girder above the platform and along the walls of a connecting tunnel. These devices emit visible bursts of vapor, signaling their presence.
Quick Fact
Bath & Body Works expects to disperse between 20 and 30 pounds (9 to 14 kilograms) of fragrance by the time the campaign concludes at the end of November.
Rider Reactions to the Scent
Commuters have shared varied reactions to the new aroma. Jerome Murray, a regular rider, noted the improvement.
"It smells better than the normal New York City tunnels that we normally smell here," Murray stated. "So yes, I appreciate it."
Kelly Rodriguez, 23, described the fragrance as "a pine scent, very Christmassy." This sentiment was echoed by many travelers. Kathleen Baptiste, 60, mentioned that the smell reminded her of "fabric softeners." While many find the scent pleasant, its subtlety means some riders pass through without noticing it at all. Without seeing the promotional posters, some might even mistake it for another person's perfume.
Choosing the Right Scent and Location
Jamie Sohosky, Chief Marketing Officer for Bath & Body Works, explained the choice of fragrance. The company selected "Fresh Balsam" for the campaign. This scent is one of the brand's most recognized holiday fragrances and a popular seasonal item.
Grand Central Station was a natural choice for the campaign due to its high foot traffic. Huge numbers of riders use the station daily to connect to other trains, making it a prime location for brand exposure.
Background on Aroma Advertising
The Metropolitan Transportation Authority (MTA), which operates the city's subway and bus systems, confirmed that this is the first aroma-based ad campaign of its kind within the transit network. The MTA is actively exploring new revenue streams, and innovative advertising methods like this are part of that effort.
MTA's Approach to New Ad Formats
The MTA took steps to ensure the campaign would be well-received. To avoid potential issues, the agency conducted a pilot program last year. Aroma-based ads were tested in stations located in Queens and Brooklyn.
Mary John, the MTA's director of commercial ventures, oversaw the pilot. The goal was to review safety aspects and gather feedback from the public. John reported that the agency has not received any complaints regarding the current campaign at Grand Central. This suggests a positive reception for this novel advertising method.
- The campaign runs throughout November.
- It targets the 42nd Street shuttle platform.
- The scent is Bath & Body Works' "Fresh Balsam."
- This is a new type of ad for the NYC subway system.
The success of this initial aroma ad campaign could pave the way for more sensory marketing in public spaces. As the MTA seeks to diversify its revenue, such innovative approaches may become more common in New York City's transit system.
