WE Rings Up Multiplatform Support For Second Season Of Tutera Series
PerezHilton.com, GGP Mall Tour Backs 'My Fair Wedding with David Tutera' Bow On Sept. 27
MCN Staff -- Multichannel News, 9/14/2009 3:58:55 PM
WE TV will walk the second season of its original wedding makeover series down the aisle with multiplatform support.
My Fair Wedding with David Tutera, which bows on the women's-targeted network on Sept. 27 at 10 p.m., will be backed by a homepage redesign of celebrity gossip blog PerezHilton.com.
Under the creative direction of WE tv and David Tutera, site visitors will initially see images of a wedding in need of a serious makeover. Then, the homepage will be transformed into a beautiful, elegant, picture-perfect wedding. A short video will appear on-screen featuring David 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.
In addition, WE tv has partnered with General Growth Properties (GGP), the nations second largest owner, developer and manager of regional shopping centers, on a three-city mall tour that will be sponsored by Kodak and feature Tutera, along with prominent retailers Godiva Chocolatier, Pottery Barn, Swarovski and Williams-Sonoma. Tutera will focus his demonstrations on centerpieces, favors, table settings, accessories, and will demonstrate how to capture those memorable moments.
The events are scheduled for Sept. 26 at the Beachwood Place mall in Cleveland, Ohio; Oct.10 at the Natick Collection mall in Boston, Mass.; and on Nov. 14 at the Stonebriar Centre mall in Dallas, Texas. 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 has also formed a partnership with GSN to promote the series on the latter's GSN Live daily show, from Sept. 21-25. Each day, viewers who correctly answer wedding-themed trivia questions can win a variety of cash and prizes. On Sept. 25, Tutera will appear on the live show, via satellite, to give viewers an idea of what they can expect during season two.
WE is also touting 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.
The women's network 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.coms annual Worst Dressed List following the Emmy Awards.
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.
