In Australia, the English Premier League reached out to fans via an unusual sense: smell. Reed Pacific Media partnered with Foxtel and Mediacom using a series of advertisements across multiple channels. Adshel and JCDecaux bus shelter displays released the smell of fresh cut grass. The second sense of hearing was also brought into play as the sound of cheering was broadcast when a push button was activated. On 18th August, readers also got a whiff of fresh cut grass when they opened the sports sections of several Australia daily newspaper. It was the Reed Pacific Media’s NewsScent technology that brought this experience to the public.