Sep. 14, 2009 (Business Wire) -- WE tv will usher in season two of its original wedding makeover series, “My Fair Wedding with David Tutera,” through a wide-reaching, multi-platform national marketing campaign designed for consumers to interact with the show and its engaging host throughout the popular fall wedding season. The campaign features a first-of-its-kind homepage redesign of the widely-read celebrity gossip blog PerezHilton.com to coincide with the season premiere. In addition, WE tv has partnered with General Growth Properties (GGP), the nation’s second largest owner, developer and manager of regional shopping centers, on a three-city mall tour which will be sponsored by Kodak and that will feature David Tutera along with prominent retailers Godiva Chocolatier, Pottery Barn, Swarovski and Williams-Sonoma.
Each episode of “My Fair Wedding with David Tutera” features a different bride-to-be who has agreed to allow David to take over her entire wedding just three weeks before the big day. Whether it’s a venue change, new gown or entirely new set-up, David uses his celebrity wedding planning expertise to transform each wedding into a unique affair. And, the bride has no idea what his final decisions will be until she sees them on her wedding day – often including her dress! Season two will debut on Sunday, September 27 as part of the network’s highly rated “WE tv Wedding Sunday” line-up.
In 2008, the premiere of “My Fair Wedding with David Tutera” was seen by 304,000 W18-49 and 317,000 W25-54, making it one of the network’s highest-delivering original series among the key female demos.
Source: Nielsen Media Research, Live+SD. “My Fair Wedding with David Tutera” season 1 (10/26-11/30/08, Su 10p-11p). Subject to qualifications upon request.
“This campaign was designed so that viewers can truly interact with the series in an entertaining and memorable way,” said Kenetta Bailey, senior vice president, marketing, WE tv. “We’re thrilled to be the first-ever advertiser to creatively redesign the Perez Hilton homepage since it has such a loyal following and is so influential among women interested in celebrities and style. We’re also looking forward to hitting the road with our partners at GGP where fans will have personal access to David’s great tips and money saving strategies. We’re confident that this campaign will excite the series’ loyal viewers and create new ones along the way.”
A major highlight of the campaign is the first-ever homepage redesign of PerezHilton.com on September 26 and 27. Under the creative direction of WE tv and David Tutera, site visitors will initially see images of a wedding in need of a serious makeover. Then, instantly, the homepage will be transformed into a beautiful, elegant, picture-perfect wedding.
