Scented mail printing for Selective Asia from Newton Print

Project of the Month Award Winner

March 2018


Selective Asia, an award-winning specialist tour operator based in Brighton UK, were looking for a direct mail campaign that evoked the multi-sensory experience of a holiday in the Far East. This was part of a campaign specifically designed to recall the sights and smells associated with the Asian continent.


We worked with the Selective Asia marketing team to help them explore the options for multi-sensory print. Our range of scents suitable for the printing process was an integral part of the planning stage as Nick and his team didn't want the expense of developing a customised scent. From the samples, including curries and various spices, the client chose a lemongrass scent which we applied with the scratch-and-sniff process to the booklet cover. We then packed this up in a custom-printed envelope and posted it to over 3,500 UK addresses.


Title:Selective Asia Scratch-and-Sniff Mailer
Size:A5 8pp portrait
Print:  CMYK Litho Process plus scratch-and-sniff scent
Materials: 170gsm silk plus envelope
Finishing:Pack in envelopes, print addresses and mail


Nick and his team showed creativity and a keen understanding of the value of multi-sensory experiences to maximise the return on their direct mail campaign. We loved the approach and their creative use of subconscious scents; we're delighted to nominate them our Project of the Month award winner for this month!

"We had a tight timeline which Newton Print managed to keep to, despite a few tricky requests from us. Great result."

What is the Project of the Month Award?

It is our very own awards programme launched in January 2018. We get to see hundreds of examples of creative, beautiful marketing every month and we wanted to recognise and reward those marketers who are bold enough to push the boat out. 

Each month, we shortlist the most innovative, daring and creative marketing projects that we print and choose one overall winner. It's all part of our drive to make marketers' lives easier and more rewarding.