Marking its latest co-branded effort, Condé Nast's Brides.com has launched a hunt for the perfect bridesmaid.
Sponsored by Ann Taylor and SuperClubs Breezes Resort Bahamas, The "Miss Independence" campaign encourages brides and their 'maids to submit their entries online.
Both sponsors are being prominently featured on dedicated e-mails and online ads, as well as on the contest entry and "Thank You" pages, where their logos will be "hyperlinked" to each company's home page.
Following Condé Nast's decision to close Portfolio magazine and its Web site, other titles at the company are now fighting for their lives. But that, noted one Condé Nast representative, is the case with all media today.
"We've always prided ourselves on creating engaging interactive marketing programs at Brides.com, and now more than ever, we've found that our advertisers seek opportunities to be part of larger integrated events on the site," said Jennifer Gaonach, director of online marketing for Brides.com.
Last month, Brides similarly launched a "Mothers & Daughters" contest sponsored by Beaches Resorts, which asked its audience to answer questions describing how they are bonding with their mothers over wedding plans.
In addition, earlier this year, Brides partnered with Mogulus, an online video streaming company, to provide a live streaming feed of what was billed as its Valentine's Day "wedding extravaganza."
"Our audience of brides-to-be have responded very positively to our creative sponsor-integrated programs," Gaonach said.
Since the beginning of the year, Brides.com has been a part of Condé Nast Digital, which was previously structured as CondéNet. The name change represented an alignment of assets into a single unit that is responsible for Condé Nast's nearly 30 magazine Web properties, which was expected to lure a greater share of ad dollars with the promise of greater reach.