IHT: “ Joint Promotion Adds Stickers To Sweet Smell Of Marketing“:
“Guests at Omni luxury hotels will find small scented stickers on the front pages of their free copies of USA Today. A blackberry aroma will suggest that the guests start the day at their hotels with a cup of Starbucks coffee “paired with a fresh muffin.” The promotion, to be tested for at least six months, is being sponsored by Omni Hotels and Starbucks Coffee.”
Scent is theoretically protectable as a trademark. In the U.S. Registration no. 1639128 was granted for “a high impact fresh floral fragrance reminiscent of plumeria blossoms’, for sewing threads (the registration has since been abandoned).
Prior discussion of protection of scent here.