The Endorphin Branding™ of Sin City

Among the first savvy institutions to recognize the effectiveness of scent marketing, individual Las Vegas casinos have been using fragrance to maximize profits for years (when the slot machine area of one Las Vegas casino was infused heavily with a pleasant scent, revenues shot up by 53%). But a pending collaboration between top Vegas executives, city officials, and the Vegas Airport Authority may mark the first-ever scent branding of an entire city.

The Scent of Las Vegas will be unveiled on November 20th during the upcoming ScentWorld Conference & Expo 2009on November 20th under the management of the Scent Marketing Institute. “It is the ideal medium to capture and transmit the soul of the city, defining it as a world-class brand,” says Institute founder Harald H. Vogt.

The creative task of developing the Signature Scent of Sin City will fall to “enfant terrible of contemporary perfumery” Christophe Laudamiel, the man behind such notable fragrance movers and shakers as Estée Lauder, Ralph Lauren and Abercrombie & Fitch.

“The Scent of Las Vegas will add another key dimension to the powerful Vegas brand,” says Steven Landau, concept co-creator, CMO and founder of ScentSational Technologies. “Imagine landing at the airport and knowing just by the scent, that you’ve arrived.”