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December 2007 - Strategy Magazine
Upfront

CanWest and Sunquest plan a wedding

by Carey Toane
page 10

Armchair wedding planners got misty-eyed last month about possibly the world's first consumer-planned wedding.

A Montreal couple was selected from over 600 video entries to win an all-expenses-paid wedding and star in Entertainment Tonight Canada's "Dream Wedding." ET viewers chose the bride and groom's gear and venue, scrutinizing sponsors' offerings in the process. Antigua won out of four locations for the ceremony, courtesy of Sunquest Vacations and Sandals Resort and Spa.

Promos developed at Toronto-based CanWest MediaWorks appeared on Global channels, in CanWest newspapers and online properties and in Sunquest brochures. All drove traffic to Canada.com, where more than a thousand people chose the Harry Rosen suit, the Mark Lash rings and the Bella Di Sera gown.

The total value of the prizing was $60,000, and the wedding was broadcast during sweeps week, Nov. 12 to 16. Extra segments also aired, driving ratings up 34% over the season average. "It grew beyond expectations," says Catherine Bridgman, SVP marketing ventures at CanWest MediaWorks. "We had more content and interaction than planned."

Susan Bowman, marketing SVP at Sunquest, says ROI is difficult to measure, but feedback from travel agents has been positive. "This will continue to build momentum," she says.

Says Bridgman: "This was a perfect marriage, because it's interesting for viewers, and delivers well for Thomas Cook."

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