Marketing Currents - Business and Marketing Current Events

France releases scratch-and-sniff postage stamps that smell like French baguettes


France’s postal service is expected to raise quite a bit of dough after releasing a brand new scratch-and-sniff stamp that smells like a baguette with just over two months to go until the 2024 Olympic Summer Games in Paris.

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Discussion Questions:

  1. What is destination marketing?
  2. Why do you think tourism is important to France?
  3. How does that help to explain the importance of destination marketing?
  4. What role do iconic cultural symbols, like the baguette, play in promoting a destination to tourists?
  5. What is a baguette and how are they a symbol of French culture?
  6. Why do you think France chose to release stamps that smell like French baguettes?
  7. What is sensory marketing?
  8. How might sensory marketing be more effective and engaging than traditional forms of advertising?
  9. How does this story represent an example of sensory marketing?
  10. Why do you think France took this approach as a way to help promote itself as a destination leading up this summer’s Olympic Games?
  11. In what ways might the release of the baguette stamp influence tourists’ perceptions of France and their decision to visit?
  12. Why do you think they limited the number of stamps available for sale?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.