Strategy

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.