The Royal Queensland Show launches scented advertising wrap in Brisbane's mX newspaper

mX scented wrap with mock front page.jpgmX has continued its tradition of pushing the creative advertising boundaries with the launch of a scented advertising wrap to promote the Royal Queensland Show - Ekka.
Utilising NewsScent technology, today's mX in Brisbane will be wrapped in a visually powerful execution that will feature the scintillating aroma of strawberry sundaes in honour of the Show's iconic dessert.
NewsScent technology sees the particular scent sprayed onto the pages of the newspaper during the printing process.
Says Tamara Oppen, mX publisher: "To help promote Queensland's largest annual event, we've turned Brisbane's favourite afternoon newspaper into a feast for the senses to bring back the sweet memory of the Show and encourage Brisbanites to purchase their tickets. It is a strong, impactful creative campaign and I'm pleased thatmX is executing this fantastic campaign."
Says Miranda Grace, sales and marketing manager of the Royal National Agricultural and Industrial Association of Queensland: "We are up to our 138th Show and to promote it, we really wanted to generate hype and talkability - by bringing the fun into our advertising campaign. Through this scented advertising wrap, mX presented us with an exciting, interactive solution that we are confident will get everyone talking. It's been terrific collaborating with the mX team on this campaign."
Says Lisa Harries, mX QLD advertising manager: "What I find most exciting about these campaigns is the way our readers respond; we know our audience is one that is highly engaged with our content and we see them sharing this regularly through social media channels. When mX readers do this with our advertisers it's rewarding to see what is essentially a print campaign go viral."
In addition to the wrap, mX distributors in Brisbane will be wearing hot-pink co-branded t-shirts for the day.
The 2014 Royal Queensland Show - Ekka - is on from 8-17 August featuring two full weekends of fun.
mX transparent wrap.jpg The execution of the scented wrap follows yesterday's colourful transparent wrap that covered mX in Sydney, Melbourne and Brisbane - the first time a transparent wrap has appeared in Melbourne and Brisbane.
Says Oppen: "mX is in a unique position where it can fearlessly push creative advertising boundaries in innovative and high-impact ways.
"It was exciting to be bringing the concept of a transparent wrap to Melbourne and Brisbane. Transparent wraps have an ability to intrigue and reveal and are a fantastic way to engage consumers.
"I'm pleased that we are able to continue to execute powerful and innovative print campaigns that are eye-catching and engage our readers at different levels."


Mooooo said:

It would have smelled more like the Ekka to me with cow poo.

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