I know you're joking, but I've seen some escape rooms / self-driven story experiences have this exact concept! And it doesn't work, because people respond to and identify different smells in different ways. And a strong concentration of an artificial smell doesn't always smell how it should, especially if it's designed to be filling a room.
Aroma's announcement is clearly just them saying they're working with Thorpe on whatever is happening this year. It'd be no different to a vague announcement from IMASCORE or Scruffy Dog.
My guess is that, once again, it's a small experience which probably only has a short life span, so Thorpe aren't planning on marketing it majorly. But getting companies they're working with to mention it lets those who would dig around online know something is happening.
Arguably it's a lazy tactic. But not as lazy as their current social media competition of 'get enthusiasts to submit their videos to go on the park's website'.