Posted by Sara Zucker on December 17, 2009 02:07 PM
Marriage is the blessed union of two souls, so it's fitting that Wedding Central has found a partner -- not for life, but a year. Call it a starter marriage.
Geico and Wedding Central have signed a one-year sponsorship agreement, the first such arrangement for Wedding Central, a Rainbow Media start-up property.
Set to begin in the first quarter of 2010, Geico's ads will run throughout the day on the network.
“Timing is everything in life,” said Geico's director of advertising, Bill Brower. “We want to be there for people going through significant lifestyle changes. When people get married, they are likely rethinking their insurance needs. We see this as a great opportunity to reach people in this stage of life and hope they consider Geico when planning their lives together.”
The arrangement is a package deal that includes a similar agreement with Wedding Central's spin-off, WeTv.com. The network plans to produce a customized 30-second vignette for Geico as well as standard commercials. The ads will focus on the importance of marriage and finding the proper life insurance company. Not a very romantic partnership, but a practical one. Scott Collins, executive vice president of ad sales at WeTV and Wedding Central explained:
"These buys signal the marketplace demand for a destination targeting young women who enjoy bridal programming, and further supports Wedding Central's launch at a time when other mediums are cutting back on wedding-themed information and entertainment."
Geico may be the biggest spender among insurance companies, having bought $622.7 million in measured media last year. With that kind of money, it's not surpising other brands are lining up to partner with gekos and cavemen.