9 September 2011 - 3:10pm | posted by | 0 comments

Media buying strategy – branding of Condé Nast Traveller 13th Edition – ensures success for Dorchester Collection

Media buying strategy – branding of Condé Nast Traveller 13th Edition – ensures success for Dorchester CollectionMedia buying strategy – branding of Condé Nast Traveller 13th Edition

Luxury hotel operator Dorchester Collection wanted to increase its target audience’s awareness of the collection as a whole. This case study outlines how a media planning and buying strategy to build awareness and increase reservations ensured optimum results for Dorchester Collection. The strategy was to develop a partnership between Dorchester Collection and Condé Nast Traveller, to produce a Collectors' Edition of the magazine. Public relations agency Initiative was appointed by Dorchester Collection to implement this. All advertorial space was owned by Dorchester Collection and the magazine was filled with content relating to collecting. This case study outlines the background to the strategy, its implementation and its outcomes – including excellent results for Dorchester Collection, including uplifted reservations.

To continue reading Subscribe Now

Want to read this article?

Try The Drum online subscription FREE for one month.

Latest Projects from the Profile Hub

THE CO-OPERATIVE BANK BRAND ADVERTISING CAMPAIGN

30/10/2014
Creating a brand campaign for a high street bank is always...

Rock of Ages on Tour

30/10/2014
CONTRACT START/END DATE September/October 2014 DESCRIPTION...

Reed Learning Personalisation with Sitecore

30/10/2014
Reed Learning, a leading provider of training courses and ...

First-time cruisers? It soon becomes a long-term love-in…

29/10/2014
Since July 2013, Cruise Nation and Rooster PR have been on...

Brand Campaign for 123RF

28/10/2014
The Challenge Help 123RF stand out against big-name image...