WE tv will usher in season two of its original wedding makeover series, “My Fair Wedding with David Tutera,” through a multi-platform national marketing campaign designed for consumers to interact with the show and its engaging host throughout the popular fall wedding season. The campaign features a first-of-its-kind homepage redesign of the widely-read celebrity gossip blog PerezHilton.com to coincide with the season premiere. In addition, WE tv has partnered with General Growth Properties (GGP), the nation’s second largest owner, developer and manager of regional shopping centers, on a three-city mall tour which will be sponsored by Kodak and that will feature Tutera along with Godiva Chocolatier, Pottery Barn, Swarovski and Williams-Sonoma.
Each episode of “My Fair Wedding with David Tutera” features a different bride-to-be who has agreed to allow David to take over her entire wedding just three weeks before the big day. Whether it’s a venue change, new gown or entirely new set-up, David uses his celebrity wedding planning expertise to transform each wedding into a unique affair. And, the bride has no idea what his final decisions will be until she sees them on her wedding day – often including her dress! Season two will debut 9/27 as part of the network’s “WE tv Wedding Sunday” line-up.
In 2008, the premiere of “My Fair Wedding with David Tutera” was seen by 304,000 W18-49 and 317,000 W25-54, making it one of the network’s highest-delivering original series among the key female demos. (Source: Nielsen Media Research, Live+SD).
A major highlight of the campaign is the first-ever homepage redesign of PerezHilton.com on 9/26 and 9/27. Under the creative direction of WE tv and Tutera, site visitors will initially see images of a wedding in need of a serious makeover. Then, instantly, the homepage will be transformed into a beautiful, elegant, picture-perfect wedding. A short video will appear onscreen featuring Tutera explaining to users that they just witnessed a “My Fair Wedding”-style redesign, and a special tune-in message for the season two debut.
Allowing consumers even more opportunities to interact with the series and its host, WE tv has partnered with GGP to host a three-city mall tour where Tutera will demonstrate to shoppers how they can create various components of a celebrity wedding at affordable prices. Using products from four GGP retailers – Godiva Chocolatier, Pottery Barn/Pottery Barn Kids, Williams-Sonoma and Swarovski – David will focus his demonstrations on centerpieces, favors, table settings, accessories, and will demonstrate how to capture those memorable moments. The events are scheduled for 9/26 at the Beachwood Place mall in Cleveland; 10/10 at the Natick Collection mall in Boston; and on 11/14 at the Stonebriar Centre mall in Dallas. The in-mall events are sponsored by Kodak.
At each event, shoppers will receive gifts, including a chance to be selected at the event for a once-in-a-lifetime shopping experience with Tutera at the on-site participating retailers.
WE tv has also formed a partnership with GSN to promote the series on the network’s “GSN Live” daily show, from September 21-25. Each day, viewers who correctly answer wedding-themed trivia questions can win a variety of cash and prizes. On 9/25, Tutera will appear on the live show, via satellite, to give viewers an idea of what they can expect during season two.
WE tv will promote the original series through a mix of national and local print, on-air and online media placements. Full-page color ads will run in People, Glamour, US Weekly and Star magazines. National spots will air on select broadcast and cable outlets, including NBC and during CBS’s Emmy Awards telecast. Local cable spots will run in select cities throughout the top 20 DMAs. WE tv will also promote the series on popular online and social media sites, including Facebook, Yahoo, The Knot, Hulu and Martha Stewart, and will sponsor Glam.com’s annual Worst Dressed List following the Emmy Awards.