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3. Scripted Models Play Up Key Notes at Victoria's Secret Fragrance Preview

4. Nintendo Launches New Mario Game With Look Back at Franchise History

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News Archive for American Idol

EVENT REPORT 06.12.09 11:55 AM

WE TV Stages Five Real Weddings to Promote Bridal Shows

WE TV's real Times Square wedding
Photo: John Minchillo for BizBash

When the city turned Times Square into a (mostly) traffic-free zone, it probably wasn't expecting a wedding tent to be erected in the center of it. Then again, five brides and five grooms probably didn't plan to be in the middle of a Midtown Manhattan street on their big day. But yesterday WE TV headed back to Times Square's Military Island for its summer publicity stunt, this time revisiting the public site to marry five members of the U.S. Armed Forces and their brides while promoting the return of its wedding-focused Sunday programming that includes Bridezillas and Amazing Wedding Cakes.

To pull it all off, Heather Umen, the network's vice president of events and brand experiences, hired guerrilla marketing firm the Michael Alan Group, a partner in previous Bridezillas stunts, to produce. In turn, the production crew reached out to Brian C. Whiting, president and C.E.O. of the U.S.O. on WE TV's behalf to bring in the couples and help facilitate many other elements. Umen also enlisted some help from My Fair Wedding's David Tutera, Amazing Wedding Cakes' Cake Alchemy, and former American Idol contestant Melinda Doolittle. MORE >>

WE TV, Bridezillas, Amazing Wedding Cakes, American Idol, U.S.O.