The target audience was ‘By Invitation Only’ - as bespoke as the mailer and experience it set out to promote. Only 275 recipients received the mailers, by hand-delivery. As many as 221 invitees attended the event: a response of 80.3%.The first leg of tributes – at Jodhpur – got great reviews by the media. 16 international magazines and channels visited the 2011 edition – Sphere, Bloomberg, Conde Nast Traveler, HT Mint, Daily Telegraph.

From a talk-ability point of view, affinity for the event is at an all time high, as we receive more and more applications for attendance to the 'Tributes'.