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

Search campaign increases revenue by 492%

21/05/2015
Hobbycraft had been investing in PPC for a while, but spend...

PG tips

21/05/2015
The definitive article Decades of evolutionary pack changes...

Raise a glass to Private Dining Room's online visibility

20/05/2015
Private Dining Rooms, an online venue finder, initially...

Wigmore Hall

19/05/2015
BRIEF Having worked with Wigmore Hall in the past, we were...

172% increase in non-brand profit year-on-year for Virgin Holidays

19/05/2015
Virgin Holidays is the largest transatlantic tour operator...