A Bride's Dream House

Conde Nast Bridal Media Sets Up Shop for 24 Marketers

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NEW YORK (AdAge.com) -- Many magazines have already put on temporary show houses or pop-up stores in their battles for ad budgets and reader engagement. In the latest iteration, Conde Nast Bridal Media is trying its hand, planning a "Dream House" in Manhattan with the support of 24 advertisers including Vera Wang Fragrances, JC Penney, Fiji Water and Kirstie Kelly for Disney Fairy Tale Weddings.
An artist's rendering of Bridal Media's 'Dream House.'
An artist's rendering of Bridal Media's 'Dream House.'

Part of the draw for marketers: people in bridal states of mind are expected to buy tickets costing as much as $20 to visit and tour the house, get manicures, look at dresses, listen to speakers and witness food and home product demonstrations. Cuisinart, for example, is going to put on a product launch demo for visitors.

Most advertisers participating in the house had to commit to buying ad pages and online ad space, as well as pay a premium for a presence in the house itself. Katherine Rizzuto, publisher of Brides, Modern Bride and Elegant Bride, declined to elaborate on the terms, saying only that they were negotiated and therefore varied from marketer to marketer.

"Some of the advertisers are our strong partners historically, but some of them are new advertisers," Ms. Rizzuto said. "This was an opportunity for us to extend our reach beyond white wedding dressing."

It also may extend the expectations -- among advertisers and readers alike -- for magazines' pop-ups or model homes. The Dream House, opening Oct. 18 for a one-month run, will offer talks and seminars with titles such as "'I Do' How To," "Elegant Bride Looks," "Editors Tea: The Elements of Style," "Modern Bride Survival Guide" and "All About You!"

Those $20 tickets are good for one day and one event; tickets get cheaper for those who buy more.

"Our magazines through the years have done many successful wedding planning tours and shows," Ms. Rizzuto added. "We wanted to mix it up a little and give her a destination with this Dream House where she can see what her kitchen, her living room, her dining room can look like."
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