Forget the calendars, USB sticks and boat show drinkies; here’s how to impress the press.

Send a great big cake.
 
‘The world’s biggest panettone’ thumped down like a spongy meteorite in our sister magazine Motorboat & Yachting this morning, courtesy of motorboat company Ferretti.

The genius of this PR coup was that there was enough to go round MB&Y and then Yachting World, Motor Boats Monthly, Yachting Monthly, our ad teams and publishers. It’s fair to say it made a good impact.

Here’s MB&Y art editor Caroline Creighton-Metcalf about to lay into the giant cake baby.