Park authority agrees to work with Air Wick

Air-freshener brand Air Wick has signed a cross-promotion deal with Britain's biggest parks authority, National Parks UK, for an undisclosed sum.

The group unites 15 member parks under the banner "Britain's Breathing Space". Now the slogan is being used by Air Wick to promote its National Parks Fragrance Collection, which has been "crafted by Air Wick master perfumers to capture the freshness of our iconic countryside landscapes", according to the company.

Meanwhile, parks bosses hope the promotion will pay for vital heritage projects and encourage more people to visit the parks.

National Parks UK director Kathryn Cook said: "The national parks are free and open to all, and we hope this partnership will help us to extend that message outside of our traditional circles and encourage those who have never visited to do so.

"We feel this partnership will help us continue our mission to engage young people and families. We take great care in the choice of partners because there has to be a synergy between an organisation such as National Parks UK and a brand.

"We felt that Air Wick appreciated what we are trying to achieve and that Air Wick, through its manufacturer, is a responsible company committed to sustainability, with clear and established goals to improve its environmental impact."

The deal follows a similar tie-up in the USA between Air Wick, manufactured by Reckitt Benckiser, and the National Park Foundation in 2012.

Air Wick marketing director Jerome Lemaire said: "We view this as a fantastic opportunity to make everyone more aware of these beautiful areas and help to preserve their heritage."

Currently all national parks are on mainland Britain. A move to designate areas in Northern Ireland as national parks was scrapped in November last year.

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