InJori White PR is working with Waterstone's, the UK's leading book retailer to maximise their share of voice around the launch of the latest Harry Potter book 'Harry Potter and the Half Blood Prince' in July 2005.

The agency is also working on the launch of Waterstone's unique self-publishing package and the new bespoke London section of Waterstone's 311 Oxford Street, London * making it the definitive London bookstore.

On Friday 15 July 2005, Jori White PR worked with Waterstone’s, to put on Britain’s Biggest Potter Party. The queue started at 6.30am and by midnight had reached a record breaking mile long as 2500 fans queued along Oxford Street.