Sleeper: February 2003

The enigmatically titled 'Mr & Mrs Smith' is the latest hotel guide - and one with a difference.

The idea runs thus.  The publishers have already shortlisted 75 hotels who have been approached to appear in the book.  This list is then being whittled down to 60.  After the whittling has taken place, members of the Mr & Mrs Smith team, or their guest reviewers, will visit the hotels anonymously.

Following their reports, the hotels appearing in the book will be narrowed to the final 52.

From the promotional brochure we've been sent it looks like the final product will be visually impressive - each featured hotel gets a double page spread, featuring photography by Adrian Houston, as well as access to the Mr & Mrs Smith database for promotional purposes.  Their aim is to impart insider knowledge, satisfying an 'escape thirsty generation that wants more than just a hip hotel.'

The duo behind it are James Lohan and Tamara Heber-Percy.  Both come with an impressive pedigree.  Lohan previously promoted Come Dancing club nights, events for the likes of Finlandia Vodka, Wonderbra and Ralph Lauren.  He then co-founded the White House members club in Clapham.

Heber-Percy, as well as speaking five different languages, has worked as a marketeer for international brands including Ericsson, Honda, and Swissair.