Fragrance maker Coty Prestige is hoping to sniff success following a pioneering promotion on the front page of the UK’s Daily Telegraph.

Arcade’s Liquatouch ultra-flat technology was used to incorporate the Davidoff ‘The Game’ fragrance sample in a stick-on note applied to 240,000 London and regional copies of the daily newspaper.

It was delivered using MemoScent from Valecom, the Ferag associate which now also handles the WRH group’s MemoStick concept.  The promotion extends the use by Telegraph – which is printed at News Corporation’s Newsprinters site in Broxbourne, north of London – of MemoStick for several front page campaigns over the last year.

Valecom managing director Bernhard Leicht says there has been a lot of interest in MemoScent. “Manufacturers of fine fragrance brands and publishing groups worldwide are excited at the possibility of getting samples of real perfume into the hands of potential buyers in such a highly visible and efficient way.”

In Australia, Ferag trade general manager Ian Martin reports “quite a bit of interest” in the product.

The cooperation with Arcade Marketing delivers ultra-flat samples, while Valecom’s global presence means campaigns can be organised for leading brands on newspaper publications of their choice worldwide.

Valecom services includes support in attracting advertisers, campaign advice, planning and booking, as well as training a publisher's sales and marketing personnel. Valecom also arranges fulfilment from product development and materials procurement to technical realisation.