How "I Do to the Venue" Reality Show Does Brand Integration

With the ubiquity of content marketing today, creating new ways to marry brands with creative is essential. For Episode 37 of Insider InSites, showrunner and Executive Producer of I Do to the Venue, Victoria (Tori) Riess, explains how they built brands in to the new reality show right from “jump.” In the format of “hunter” shows (think Million Dollar House Hunters or even Vintage Tech Hunters), I Do follows a couple touring three wedding venues and ultimately reveals the results of their big decision of where to get married. For this spin, The Knot Worldwide and Bloomingdale’s were co-starring brands woven into the content.

The show also delivers against content and distribution goals for A+E’s FYI, where the show will premiere this week. The network will explore multiple ways to distribute the show, per Christian Murphy, their Head of Enthusiast Brands: “You can no longer solely rely on a strong linear platform and an original show or format -- you have to build a multi-content and multi-platform approach. This product hits on two fundamental areas for A+E: the importance of partnership and the need to innovate in this dynamic media landscape. We've always been strongly committed to being collaborative partners, but it's never been more important as we find new ways to engage audiences with compelling stories across multiple platforms.”

The Knot’s Amanda Goetz, Vice President of Marketing, and Nicole Vellucci, Vice President of Shopping Services of Bloomingdale’s joined Riess and me in studio to discuss how the topic and approach enabled seamless and authentic brand integration.