TLC Super-Sizes Campaign for ‘Say Yes’ Spinoff

TLC is marching down the aisle with the women’s clothing chain Catherines, setting in motion a marketing partnership designed to draw viewers to a new bridal-themed series.
A plus-size spin-off of TLC’s long-running fashion series, Say Yes to the Dress: Big Bliss will bow on Oct. 1. As part of a promotional exchange, Catherines will place tune-in signage throughout its 460 retail locations, while running a half-page Big Bliss ad in its October catalog.
In addition to the store’s retail efforts, messaging about the series will be posted on the Catherines Facebook page, which has a roster of 11,204 fans. Moreover, a feature providing additional information about Big Bliss will appear on the site.
A co-branded ad will appear in the Bauer’s monthly lifestyle magazine First for Women, which has a rate base of 1.2 million.
For its part, TLC will create custom vignettes for Catherines that will run during each of the six one-hour episodes of Big Bliss. The chain will also be featured in tagged tune-ins and will receive in-program consideration.
On the social media front, Catherines will have a presence on the Say Yes to the Dress Facebook page, which currently boasts 224,560 fans.
A division of Charming Shoppes, Inc. (the parent company of Lane Bryant), Catherines caters to plus-size women and offers contemporary styling at “moderate prices.”
As has been the case for all five seasons of Say Yes to the Dress, the spinoff will be set at the Kleinfeld Bridal emporium in New York. (TLC has picked up the original series for a sixth season, with an eye toward a February 2011 premiere.)
TLC has already had luck with a Say Yes sequel, launching an Atlanta-based analog earlier this summer. To date, SYTTD: Atlanta is averaging north of 1.3 million viewers.  
“Say Yes to the Dress immerses viewers in the quest of finding the ultimate wedding gown,” said Tom Carr, senior vp of marketing for TLC, by way of announcing the promo push. “We’re excited that our newest spinoff series, along with our Catherines partnership, will highlight the journey among full-figured brides. The fantasy of finding that perfect dress is shared by all women, no matter what size.”