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.