Jori White PR worked with affiliates in France, Italy, the US, Japan, Hong Kong and China to launch the Lunar to luxury lifestyle media as well as carrying out a campaign in the UK. Activity was spearheaded by a launch event for select media, together with top photographers associated with the brand. Jori White PR arranged for astronaut Buzz Aldrin to be ambassador for the US event as he had taken the first images on the moon with a Hasselblad. Mayor of New York Michael Bloomberg also proclaimed the launch day Hasselblad Day. Celebrities and opinion formers in each territory, from Goldie Hawn and Pink Floyd drummer Nick Mason through to guests at the Venice Film Festival, were given a Lunar in return for endorsement. Press coverage was further achieved via one-on-one demonstrations of the camera, features, reviews, product placement and interviews