The in-house mobile team at Net-a-Porter has created the app for Dorchester Collection, which will sit within Net-a-Porter’s shopping app, in order to showcase the luxury experiences on offer at the brand’s global chain of hotels.
Dorchester Collection’s media agency Initiative brokered the deal, which is the first time the hotel chain has activated a media partnership on a digital platform.
The project is targeting an audience of "affluent, well-travelled, fashion-loving women" by tapping into the one million consumers using the Net-a-Porter app.
Consumers will be able to use the app to explore four hotels including The Dorchester on London’s Park Lane, Hotel Plaza Athénée in Paris, and The Beverly Hills Hotel and Hotel Bel-Air, both in Los Angeles.
Content showcases the suites, spas, bars and restaurants in the hotels, as well as local city guides, including cultural and leisure highlights.
Tess Macleod Smith, vice-president of publishing and media at Net-a-Porter, claims the partnership reflects the company’s growing focus on offering brands "content-led solutions".
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