IQ News: The Knot Releases Wedding Box | Adweek IQ News: The Knot Releases Wedding Box | Adweek
Advertisement

IQ News: The Knot Releases Wedding Box

Advertisement




In an effort to extend its online presence offline, wedding resource The Knot today launched a marketing campaign called The Knot Box. Starting this week, brides-to-be who register at www.theknot.com with a wedding date at least five months away will receive a free Knot Box packed with paraphernalia to help them prepare for the Big Day.
"We wanted to blow away the bride when she comes home and finds this shrink-wrapped box," said Jessica Kleiman, a Knot spokesperson.
The tastefully designed box houses a three-ring binder called The Knot Ultimate Wedding Organizer, among other goodies. The planner, touted as "The Knot to go," is divided into tabbed categories, such as gown shopping, registry and ceremony, which correspond to the Web site's planning tools. Each tabbed section contains a folder where brides-to-be can store wedding information, from vendor contracts to gown clippings, menu ideas to honeymoon brochures. In addition, each folder features a call-to-action checklist that provides the URLs for corresponding articles on The Knot, a primary way to drive traffic to the site.
Not to undermine its integrity, The Knot decided to go with a purely editorial planner.
Instead, advertisers will sponsor the site links referenced to in the binder. Plus, a host of advertisers, such as Columbus, Ga.-based Internet bank pointpath-bank.com and New York gift card site Giftcertificates.com, will stuff the box with useful collateral. Blushing brides will find a Wedding Day Jewelry Guide from fine jeweler Mondera.com, New York; a CD of reggae music from Caribbean resort source Sandals, Miami; a workbook about wedding loans from financial institution MBNA, Wilmington, Del.; plus more.