Creating the Magazine Showhouse
Conde Nast Bridal Media is creating an “organic” consumer experience with its Dream House project, according to publisher Katherine Rizzuto. Open from October 18-November 19 with 29 participating sponsors, Rizzuto says the Dream House will be a “showhouse on steroids, which is appropriate for a consumer on steroids.” The house, located on Manhattan’s Upper East Side, will host seminars and parties for the magazines and will be open to the public for tours, classes, parties and spa services.
Why Do it
1. Deepening relationships with advertisers.
The “Dream House” brings future brides together in a space with big names in beauty, fashion, fitness, and home design. The interactivity between consumer and advertiser provides a rich experience for the former and an opportunity for the latter to gain lifelong brand loyalty. “Speaking to her now,” Rizzuto says of the new bride, “keeps her for life.”
2. Leveraging your brand and category.
A project like this calls attention not only to the Conde Nast brand but also to the bridal category as a whole. For Rizzuto, categories outside the bridal core—financial, automotive, and consumer electronics, for example—need to see the consumer in action to understand the appeal of investing in bridal magazine advertising.
1. Find the Right Partners
To make it work, Conde Nast partnered with event management/design company Anderson Hannant, which helped find the townhouse and coordinate with designers and renovators.
2. Organic Only
Rizzuto says the project “grew organically” from the concept of building a new life. It was important to find sponsors relevant to the needs and desires of the consumer, mainly future brides and engaged couples, who are making financial decisions about their future while planning a party and honeymoon and creating a home. The spectrum of sponsors ranges from Bloomingdales and Christian Dior to Aquafresh and Puerto Rico.
For more information on the Dream House, visit www.brides.com/dreamhouse.