If you’re travelling in South Tyrol, you really should make a detour to Merano! A pleasant climate, dreamlike scenery and good wine speak for themselves. Mountain lovers, winter sports fans and pioneers of the skies will find a paradise for their hobbies on the high plateau of Meran 2000. Almost countless opportunities for outdoor action make the region an attractive ski and hiking area for young and old alike. But how do you connect all these activities with one another? One option is to rely on targeted scent marketing that becomes linked with all these lovely moments. No sooner said than done, which is why some very special aromas now waft around noses at Meran 2000. Manuela Klotzner from the communication and online marketing team at Meran 2000 tells us more.
Question: Mountains, snow and pistes - that’s what comes to mind at first glance with the Meran 2000 mountain lifts. What else does the company stand for?
Klotzner: Meran 2000 is a varied high plateau above the spa town of Merano, offering plenty of outdoor opportunities such as skiing, hiking, tobogganing, paragliding, family outings or pleasant hours on the sun terraces of the huts, which have an excellent reputation for their high-quality cuisine. We love nature, the feeling of freedom, our traditional cuisine and the mountains. And that’s exactly what our guests should experience too: an enjoyable break in the open air, whether as an active bon vivant or an all-round sportsperson. Our company stands for family and friendship, recreation and adventure, tradition and South Tyrolean authenticity.
Question: When I step into a gondola, what kind of experiences await me?
Klotzner: With the Meran 2000 mountain lift, the largest cable car in South Tyrol, it takes just 7 minutes to reach Merano’s sun terrace. Award-winning architecture and sustainable mobility come together in one of the most modern mountain lifts in the Alps: it carries 120 people per cabin from Merano up to the centre of the Meran 2000 ski and hiking area, at an altitude of 2,000 metres. The ride alone is an experience, offering unique views of the surrounding mountains with every metre you climb. At the top, a new world opens up for guests: a wide network of trails with a magnificent panorama, including views of the Dolomites and the Merano basin.
Question: How did the mountain lift company come up with the idea of striking a new note with scent marketing?
Klotzner: The idea of starting with scent marketing came from the fact that pleasant scents reinforce and stimulate guests’ positive perception. Our guests should be pleasantly surprised when they enter and, in the longer term, connect this scent with the Meran 2000 ski and hiking area. At this particular time, we want to make the connection with cleanliness and hygiene in our lift facilities, so we were looking for a scent that conveys exactly this to guests.
Question: Which diffusers are in use, and where?
Klotzner: We currently have two AROMEA POWER diffusers in use in the waiting and boarding areas at the valley and top stations of the Meran 2000 cable car. It was important to us that the scent, but also the diffuser, are an ideal match for us and our architecture, and I think we’ve definitely managed that.
Question: Which scent did you choose, and what effect does it have on passengers and staff?
Klotzner: AROMEA has a very large selection of different scents, and as a team we then chose “Support Breath” fairly unanimously. Our staff and guests are very happy with our choice. We have already been asked about the product several times and have received a lot of positive feedback.
Thank you for talking to us!
Manuela Klotzner on how the AROMEA scenting is perceived.
