Rainbow’s Wedding Central, Geico Get Hitched

Rainbow Media’s start-up property Wedding Central has landed its first client, signing Geico to a one-year sponsorship deal.

Beginning in the first quarter of 2010, Geico spots will run across all day parts on the linear network. The buy was packaged with a similar commitment with Wedding Central sibling WE tv.

In addition to the standard 30-second spots, the network will also produce a customized vignette for Geico designed to underscore how securing a new insurance policy is often one of the first joint decisions made by a newlywed couple.

“Timing is everything in life,” said Bill Brower, Geico’s director of advertising, by way of announcing the deal. “We want to be there for people going through significant lifestyle changes. When people get married, they are likely rethinking their insurance needs. We see this as a great opportunity to reach people in this stage of life and hope they consider Geico when planning their lives together.”

Wedding Central launched on August 18, securing carriage on parent company Cablevision’s digital-cable tier. The service is currently available in some 2.9 million Cablevision households, although Rainbow hopes to expand its distribution to other cable operators in 2010.

Through the first three quarters of 2009, Geico invested 58 percent of its total ad spend in national television, per TNS Media Intelligence. The biggest spender among insurance providers, Geico bought $622.7 million in measured media last year.