This week, ten brides will stroll the streets of Sydney and Melbourne, handing out faux engagement rings and flyers in an effort to drive people to log onto theknot.com.au. The campaign will host an online competition for registered users to win ‘the ultimate bridal package’.
The models are dressed in top designer gowns by Amanda Garrett, Karen Willis Holmes and Mariana Hardwick. According to the research by Key Research, only 51% of Australian brides goes online once a day to research or plan for their weddings. Marina Go, publisher at Independent Digital Media (IDM), which owns The Knot, said this leaves a significant opportunity to launch a portal with on-stop bridal information and services.
Key Research highlighted that brides become most stressed about the wedding budget, while prenuptial agreements are the least of their concerns.
Other marketing efforts for the website launch includes search engine marketing and PR events. “We love the clever, fun and effective introduction this campaign will offer to Australian brides to-be,” Go said.
The Australian wedding market is said to be worth US$5 billion.
Credits:
Project Consumer launch of TheKnot.com.au
Client Independent Digital Media
PR agency Trish Nicol
Exposure Online, events
The models are dressed in top designer gowns by Amanda Garrett, Karen Willis Holmes and Mariana Hardwick. According to the research by Key Research, only 51% of Australian brides goes online once a day to research or plan for their weddings. Marina Go, publisher at Independent Digital Media (IDM), which owns The Knot, said this leaves a significant opportunity to launch a portal with on-stop bridal information and services.
Key Research highlighted that brides become most stressed about the wedding budget, while prenuptial agreements are the least of their concerns.
Other marketing efforts for the website launch includes search engine marketing and PR events. “We love the clever, fun and effective introduction this campaign will offer to Australian brides to-be,” Go said.
The Australian wedding market is said to be worth US$5 billion.
Credits:
Project Consumer launch of TheKnot.com.au
Client Independent Digital Media
PR agency Trish Nicol
Exposure Online, events
