McCann creates a virtual stink

It’s nearly the end of winter. Everyone is cold, ill, tired, pale – gagging for a holiday. And doesn’t Portland Direct know it? The latest direct mail campaign from Thomson Holidays’ direct outfit is designed to hit where it hurts. A scratch-‘n’-sniff brochure designed by McCann-Erickson Manchester conjures up the scents of coconut oil on a warm beach, exotic flowers and pina colada cocktails.

According to the agency: “It’s a virtual holiday delivered through the mail, with only the suntan missing.” What a wind-up on a wet Wednesday morning.


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