Letting Brides Be the Show
Canada’s Bridal Show
In the business world, there’s no such thing as happily ever after.
Canada’s Bridal Show has been the largest wedding exhibition in the country for 35 years. But, in today’s disruptive economy, there is a rule for established brands: adapt or perish. NGEN quickly realized that Millennial brides are now just a click away from finding everything they need from many digital players. To appeal to this target, we developed a complete repositioning and rebranding to align with today’s brides’ expectations: offer a rich experience, be multicultural and inclusive, embrace digital content, and make couples and brands feel like they are the centre of attention.