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.

Don't miss out... Get your Advertising news by email

Latest Projects from the Profile Hub

Agency51 Design & Development - Women Make Waves

22/07/2014
Challenge. Women Make Waves is a new online blog network...

Swoon Editions

22/07/2014
The Client Swoon Editions is an online furniture brand that...

Asda Store Proposition Intranet

17/07/2014
The Client Asda is Britain’s second largest supermarket...

Timberland Apparel merchandising

15/07/2014
Six large installations in Milan for footwear and apparel....

Hudson Fuggle: Case study

15/07/2014
We spoke to Sue Higgins Finance Director at creative agency...