Through Omniaroma, the Catalonia Congress Centre now provides this service included in a multisensory marketing concept using colours, sounds, light and fragrances.
Managed by Global Exhibition Centers (GEC), the Catalonia Congress Centre’s range of services now includes smell marketing, a unique opportunity to forge an emotional link with the delegates attending the events that the venue hosts by means of different fragrances.
If by definition an event tries to cause a "memorable" impression, it is much easier to achieve this with the help of the senses. For instance, it has been shown that the use of specific aromas at a congress increases the level of concentration of the delegates.
According to the experts, the aroma of the sea revitalizes, stimulates and refreshes; that of piña colada and coconut conjures up memories of a summer holiday on the beach; the fresh smell of freshly cut grass has a stimulating, balancing and calming effect; and, last but not least, the aroma of espresso coffee alleviates stress and promotes concentration. In addition, by relating an event with a specific aroma, the attendees will always remember it on smelling that aroma.
Through Omniaroma, the Catalonia Congress Centre now provides this service included in a multisensory marketing concept using colours, sounds, light and fragrances. It uses the congress centre’s own air conditioning system to generate and propagate the chosen aroma in the function rooms.
Causing a good first impression, transporting the attendees to an agreeable place or evoking positive emotions are just some of the effects that it will have on them. It will also help to transfer them to another temporary state or put them in a positive frame of mind. In short, smell marketing is an efficient tool for strengthening the image of the organizer of an event and as a differentiating factor.
So as to achieve the desired effect, there is preliminary briefing geared to identifying the aroma that defines the event in question. Omniaroma then studies the parameters that could reinforce the organizer’s marketing strategy so as to find the best technical solution for the event.
The Catalonia Congress Centre
