Travel memories tend to get stuck on phones and in social media. So, we gave people a chance to re-live their travel memories more vividly than ever before with a Return Journey Through Scent – unique perfumes made from their individual social data.

Neuroscience has proven that the best way to evoke a memory is to use the sense of smell, transporting you faster than any airline to that time and place.

We collected data from passengers’ social media, their geo-location data and used image recognition software to develop a profile of their trip to Hong Kong. And by breaking down tourism metadata from 600,000 Australians visiting Hong Kong, working together with Samantha Taylor, a renowned fragrance specialist, we were able to assign each memory its own scent.

After bottling these memories, each box was designed with the passenger's unique fragrance profile and a bespoke note accompanied the perfume, telling the story of their memory in a bottle.

Various videos and social posts were produced and shared in social media to add to people's conversations about the fragrances.

Our media and PR reached 82% of the combined Australia/Hong Kong population. 

User generated social content reached 94% of the 2.6 million annual passengers on the route.

Over half a million likes, shares, comments, and engagements on social content and in social media. The equivalent of every passenger on 1.407 Boeing 777’s interacting with our campaign.