Torontonians felt the first signs of wedding fever this morning when a bride, groom and their wedding party spilled out of a hot pink, Slice™-branded limo for an impromptu photo shoot near Yonge and Bloor. The Slice™ wedding party is embarking on an eight-day tour today targeting high traffic areas across the GTA to promote Slice™’s standout line-up of wedding programs and offer a chance to win one of three dream honeymoon vacations in Slice™’s ‘To Cuba, With Love!’ contest.
Slice™’s wedding programs are an integral part of the schedule and with new seasons of audience favourites launching this spring there is cause for celebration. Slice™’s city-wide wedding party tour and national contest are part of an overall marketing strategy to reinforce the channel’s exceptional line-up of entertaining and unconventional wedding programs, by engaging target consumers (W18-49) in a unique and memorable Slice™ brand experience.
“With wedding season in full swing, we created a fun and engaging experience for viewers to reinforce that where weddings are concerned, there’s no place like Slice™,” said Solange Bernard, Director of Marketing Strategy, Lifestyle Channels, Canwest Broadcasting. “The over-the-top, boisterous bridal party stunt mirrors the fun and offbeat personality of Slice™’s wedding programs that our viewers love.”
At each Toronto location the Slice™ street team, decked out in hard-to-miss hot pink and white wedding attire, will hand out Slice™-branded bubbles and postcards including tune-in information for the channel’s popular wedding programs and information about the Slice™ ‘To Cuba, With Love!’ contest. The bubbles and postcards are intended to create brand awareness and drive entry to the contest at ToCubaWithLove.ca. The boisterous bridal party will engage both female and male consumers, inviting them to pose as wedding guests in an impromptu photo shoot. An onsite photographer will snap the photos and post them to Facebook.com/Slice.ca each evening.
Promotional support for Slice™’s ‘To Cuba, With Love!’ contest also includes 30-second on-air promos running on Slice™. Partnering with radio station Z103.5, Slice™’s ‘To Cuba, With Love!’ contest will have two weeks of support through a combination of live announcer shout-outs to the Slice™ wedding party locations, pre-produced spots and a banner ad on their homepage. A list of locations to spot Slice™’s hot pink limo will be posted on the Z103.5 website.
The contest name, logo, on-air promo, limo wrap, bubble label, Z103.5 online ad and postcard handout were developed internally by Canwest’s Creative Agency. The contest site and street team execution were developed externally by Sugar Media. Prizing is courtesy of Flight Network.
Slice™’s ‘To Cuba, With Love!’ contest begins at 12:01am ET May 17 and runs to 11:59pm ET on June 13.
New episodes of wedding favourites, Rich Bride Poor Bride, Wedding SOS and Bulging Brides, air Sundays and Mondays beginning at 8pm ET/5pm PT Slice™. Tune in for a Bulging Brides marathon Monday, May 24 from 5pm ET – 8pm ET.
Slice™ is a Canwest Broadcasting channel.
