Jori White PR began the campaign by distributing press information targeted at three different audiences: aviation trade, consumer lifestyle and business. The first in a programme of press trips was then implemented; FT How to Spend It, Superyacht World and Elite Traveler were just some of those flown to Reims to visit the Dom Pérignon cellars in Epernay. This was followed by a second trip to Ibiza – this time working with a private villa company and Bambuddha restaurant. Receptions in London cross pollinating with Jori White PR clients are being held to introduce the concept to key media including Telegraph Luxury. Jets are also being used as props in fashion shoots with luxury titles such as The Player, Epicurean Life and Formula Life