The Dedica Anthology is a new luxury hospitality brand representing a collection of contemporary-minded hotels that occupy landmark buildings in Italy and across Europe. Each hotel is individually named to reinforce its unique personality and sense of place.
Headquartered in Milan and unveiled in 2018, The Dedica Anthology is subtly rooted in the Italian art of sociable and generous hospitality and specializes in distinctive hotels for discerning, curious travelers seeking the natural contrast between classic places and contemporary ways of living.
The Dedica Anthology launched at a time when, more than ever before, the global hotel industry and the luxury sector were evolving. They saw an opportunity to challenge and reinvent the category. Being a new brand in the hospitality field, The Dedica Anthology’s goal was to create brand awareness and drive incremental revenue. Launching a collaboration with Expedia Group Media Solutions was a means to accomplish those goals by increasing the brand’s visibility.
The Dedica Anthology worked with Expedia Group Media Solutions to launch and continually run the sponsored listing solution, TravelAds. This strategy allowed them to maintain their online presence and boost investments during specific need periods.
The hospitality group also used targeting tactics and optimization to improve the effectiveness of their advertisements. Some of these tactics included focusing on specific feeder markets plus content personalization for each point of sale.
By using TravelAds, The Dedica Anthology was able to secure more than 9 million impressions. This helped to increase brand awareness for the hospitality group, and in turn, occupancy.
- Palma Di Pace, The Dedica Anthology’s Digital Manager
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