Brides.com, Bloomies Set the Table | Adweek Brides.com, Bloomies Set the Table | Adweek
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Brides.com, Bloomies Set the Table

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NEW YORK Brides.com has hooked up with Bloomingdale's to launch a new tool designed to help soon-to-be-wed couples through the ever-important process of picking out their china.

The new "Set Your Table" tool enables users to set a virtual table step by step, from selecting a "charger" (decorative plates) to drinkware and flatware, mixing and matching various colors and patterns. The tool features images and specs on 300 different products sold online by Bloomingdale's from 19 different brands, including Baccarat, Kate Spade, Lenox and Vera Wang. More products and brands will be added.

Once setting combinations are completed, couples can add their choices to wedding registries on Bloomingdales.com, where guests and loved ones can purchase the items as gifts.

"Set Your Table" appears on Brides.com but is clearly presented as a co-branded product and labeled “from Bloomingdale's and Brides.com.” Links to Bloomingdale’s Wedding Channel are given prominent placement throughout the table-setting process.

In addition, Brides.com plans to heavily promote the new tool, including call-outs on its home page, registry section, e-mail newsletters, and on various blogs and social networking applications. Similarly, Bloomingdale’s will tout the product in a national magazine campaign and on the Web.