Mr. and Mrs. Smith Launch Puts Staffers in Bathrobes, Guests in Bed

By Carla Warrilow April 20, 2012, 4:49 PM EDT

Staffers in bathrobes invited guests to pose in bed for a photo at the Mr. and Mrs. Smith launch. Signage above the bedroom setup said, "Care to slip between our sheets?"

Photo: Ryan Emberley

Mr. and Mrs. Smith Launch Party
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On Wednesday night, U.K.-based boutique hotel-booking and review Web site Mr. and Mrs. Smith, held a party at the exclusive Spoke Club. The affair, which served as the launch for the company in Canada, attracted about 150 guests to a setup that included staffers in bathrobes and a bed used for a photo op.

“We’re pretty progressive in terms of our marketing,” said Chloe Smith, marketing and business development manager of Mr. and Mrs. Smith, the Americas. “We like fun and we like being different.” Across the pond, “Mr. and Mrs. Smith” is a tongue-in-cheek pseudonym for unmarried couples checking into a hotel. “The brand is very much about romance. There is definitely a focus on sex.” Smith said.

To bring that out at the event, interior design firm Jessica Kelly Design created a bedroom display that doubled as a photo backdrop. Brand signage invited guests to “slip between our sheets” for a photo. Adding to the naughty hotel setting, staffers, bartenders, and servers wore bathrobes. “They are the Mr. and Mrs. Smith couples of the night,” said Smith. “It creates a bit of atmosphere and a talking point.” Guests were encouraged to tweet using the hashtag #StaySexyCanada for the chance to win a $500 voucher from the Web site.

The company is designed to appeal to a niche market of stylish, urban couples with disposable income. Brand partnerships are an important part of the Mr. and Mrs. Smith strategy and it has already sought out relationships with upscale brands like the Spoke Club and Holt Renfrew.

As takeaway, guests received the newest Mr. and Mrs. Smith guidebook about select boutique hotels in Italy. The country inspired the drinks and hors d'oeuvres, like crisp polenta with spring lamb ragu.

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