WE TV Taps Brands for Wedding Makeovers

Women’s lifestyle cable network WE TV is rolling out a national TV, print, online and outdoor marketing campaign to support the second season of its successful makeover series My Fair Wedding with David Tutera. The initiative will include a three-stop mall tour sponsored by Kodak and retailers Godiva Chocolatier, Pottery Barn, Swarovski and Williams-Sonoma, where Tutera will prep brides for their big day.

At General Growth Properties malls in Cleveland (9/26), Boston (10/10) and Dallas (11/14), Tutera will host mini bridal expos to show shoppers how they can create centerpieces, favors, table settings and other components of a celebrity wedding at affordable prices using products from the retailer partners. Each mall will heavily promote the events with store, escalator and outdoor signage, and run a sweepstakes in which one attendee will win a two-hour on-site shopping spree with Tutera.

“We always look for ways to activate campaigns with our viewers to let them touch and feel the brand,” explained Kenetta Bailey, svp-marketing for WE TV, a subsidiary of Rainbow Media Holdings. “So we decided to take David out on the road.”

Brides have visions, and David has revisions, is how Bailey describes the show, which chronicles the party planner’s transformation of her (sometimes tacky) dream wedding into a tasteful one “in a genteel way.” For example, one episode details how Tutera tweaks one woman’s Candyland wedding fantasy into something that ultimately doesn’t leave gunk stuck to guests footwear.

Brides aren’t the only ones getting makeovers. As part of the marketing, Tutera will also redesign celebrity gossip blog PerezHilton.com to coincide with the season two premiere. He’ll take over the homepage for two days before WE unveils the show on Sunday, Sept. 27.

WE TV’s broader advertising effort will involve national network TV, including an ad buy during CBS’ Emmys telecast along with local and cable (WE has some wedding promo plans with cable net GSN) and a print campaign in People, US Weekly, Star and Glamour magazines.

“It’s one of the biggest campaigns we’ve done all year for an original series,” Bailey said.