UPDATE: Commuters at Grand Central Terminal are experiencing a surprising twist to their daily commute as a delightful scent of fresh pine and vanilla fills the air. This unique sensory experience is part of a groundbreaking advertising campaign by Bath & Body Works, actively diffusing the fragrance through the 42nd Street shuttle platform until the end of November 2023.
This aromatic initiative is transforming one of New York City’s most bustling transit hubs, where commuters typically navigate a blend of industrial and bodily odors. Many riders are noting the refreshing change, with some even expressing appreciation for the pleasant scent. Commuter Jerome Murray stated, “It smells better than the normal New York City tunnels that we normally smell here. So yes, I appreciate it.”
The aroma is released via specialized diffusers attached to a steel girder above the platform and along the walls of connecting tunnels. Bath & Body Works anticipates that by the end of the month, a total of 20 to 30 pounds (9 to 14 kilograms) of fragrance will have been dispersed, creating an inviting atmosphere for the thousands who pass through daily.
Commuter Kelly Rodriguez, 23, described the experience as “a pine scent, very Christmassy,” echoing the sentiments of many riders who are enjoying the holiday vibe. Meanwhile, Kathleen Baptiste, 60, likened the fragrance to “fabric softeners,” illustrating the nostalgic connection many feel to the scent.
However, the subtlety of the aroma means some commuters have missed it altogether. Without the promotional signage from Bath & Body Works, it could easily be mistaken for another passenger’s perfume.
The Metropolitan Transportation Authority (MTA) confirmed this is their first aroma-based advertising campaign within the transit network, aiming to explore new revenue streams. To ensure safety and gauge public reception, the agency conducted a pilot program in Queens and Brooklyn last year, which received no complaints, according to Mary John, the agency’s director of commercial ventures.
Jamie Sohosky, chief marketing officer for Bath & Body Works, emphasized that the choice of “Fresh Balsam” as the campaign scent reflects one of their most beloved holiday fragrances. Grand Central Terminal was selected due to the high volume of commuters connecting to various trains, maximizing exposure to the campaign.
As the holiday season approaches, this novel approach to advertising not only enhances the atmosphere of one of New York City’s busiest transport hubs but also captures the attention of commuters in an unexpected way.
Stay tuned for further updates on this festive initiative and its impact on the city’s commuters!
