Effort: "Dream Wedding."
Agency: Poppe Tyson, New York.
Twist: Riunite, in its largest promotion ever, is conducting an essay contest to discover the ideal wedding. To maximize awareness of the promotion and contest, Riunite enlisted the help of multiple promotion and media partners targeting young adults, including
1-800-FLOWERS, Islands of the Bahamas and Sandals Royal Bahamian Resort & Spa.
Vital statistics: Consumers can submit a 200-word essay describing their dream wedding. Backing the promotion is a 12-month $1 million campaign including point of purchase, print ads, publicity, and presence at bridal expos and in Federated Department Stores. Online promotion includes America Online (keyword: The Knot), as well as http://www.greatbridalexpo.com and http://www.weddingline.com. The pro-motion continues through yearend.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.