Mr & Mrs Smith

The Challenge

The US market is a larger market by size, and has a cluttered travel planning and booking landscape, so Mr & Mrs Smith needed a nimble, cost-efficient way to gain traction and differentiate itself through a highly targeted PR programme.

the solution

Working closely with the Mr & Mrs Smith founders and in-house PR team, we created a tightly-focused PR plan, with an emphasis on the quality of media placements, specific media targets, carefully aligned PR partnerships and influencer programs. The plan all supported the overarching goal to raise awareness, but more specifically raise awareness of the unique points-of-difference of the brand and educate highly-targeted affluent consumers why to book through Mr & Mrs Smith.

‎Hue & Cry has successfully launched various initiatives for Mr & Mrs Smith, each telling the story of the brand and its attributes to this important target market. Spearheading various project and partnership launches in the US – from the launch of their gift card with designer Olivia von Halle to retreats with Fashion Icon Garance Dore and Yoga for Bad People – Hue & Cry secured extensive coverage and top tier media meetings with The New York Times, New York Magazine,The Coveteur, Forbes, Conde Nast Traveler, Departures, Town & Country, T Style, Refinery29, and many more, as well as successful influencer programs. In just a few months of working together, reach exceeded 200 million, as well as delivering key messages as defined in the original PR plan.