To create and launch a new travel publishing brand in an overcrowded market.
Involved at drawing board stage, the agency introduced high profile celebrity and media reviewers to the project. It also helped to develop a book membership that was original to the publishing world. Mass media coverage was achieved before and after the publication, in both dedicated media such as Condé Nast Traveller and Sunday Times Travel and more mainstream titles including Vogue, Tatler, Cosmopolitan, Closer and Arena. Interviews across the board were also arranged with CEO James Lohan. This activity has continued through the publication of subsequent guides and the establishment of Mr & Mrs Smith as a globally renowned, multi- faceted boutique travel provider.
Aside from the publication of nine hotel coffee-table guides, Mr & Mrs Smith now enjoys an online collection of more than 950 hotels and more than 900,000 members. The brand also receives one million monthly unique visitors, with 20,000 room nights booked each month. Jori White PR has played a pivotal role in the brand’s extraordinary success.
“Jori White has played a fundamental part in the Mr & Mrs Smith success story. Thanks to her efforts, and those of her team, she has helped create the global brand that we are today”
James Lohan, CEO Mr & Mrs Smith