Airwick brings the country to the city

AirWick , showcased its new partnership with UK National Parks by inviting the public to experience the wonders of the great outdoors in London’s Covent Garden.

The experiential event, created by PR agency Virgo Consumer Health & Wellbeing, was designed to demonstrate how AirWick’s new range of fragrances brings the delights of Britain’s breathing spaces into people’s homes. In order to bring a little ‘sensespiration’ to the city, AirWick and Virgo worked with Hothouse I Want Gets (who began in film & TV special effects and is now the forerunner in experiential installations) to build a giant perspex cube housing all the elements that encapsulate our much-loved UK National Parks, including the sights, sounds and smells.

Thousands of people stepped inside the cube and were instantly transported to the countryside, enjoying the feeling of being engulfed in the great outdoors. The fully sensorial experience included real flora and fauna, a vivid National Park vista, park gate and stone wall, the heat of the sun, birdsong and the faint sounds of bees and sheep, and of course the fragrance – provided by AirWick National Parks.

Natasha Weeks, associate director at Virgo comments: “In the middle of a cold and wintry London town, consumers could relax on the grass or lean on a wooden gate, close their eyes and drift off into the countryside on a summer’s day. We created a memorable experience to generate talkability about the brand and bring the new range to life.”

Aside from the cube, the wider Covent Garden area was taken over with branded country-style footpath signs and a team of ‘ramblers’ interacted with the crowds and distributed AirWick National Parks samples. Visitors were treated to stunning dance performances, inspired by the UK’s National Parks, from Exmoor to the Yorkshire Dales, with bespoke costumes and routines.

There was also a photo point inside and outside of the cube which linked to the AirWick Facebook page to maximise social media engagement.

Jerome Lemaire, marketing director, said: “Experiential activity on a huge scale is a first for AirWick and something we’re really excited by. This event offered consumers the chance to experience everything that is great about the Great British countryside while ensuring they discovered the new National Park range in a more creative and compelling way.”