For years, I wrote about vow renewals, promoting spots everywhere from dive sites to resorts on private islands as venues As the head of a boutique travel PR firm in New York City, I must admit — thought they were a little tacky – until we had one ourselves.
Ours, after 32 years of marriage, was at a lovely hideaway in upstate New York. Luckily, after some research, the manager there was able to make contact with the local Buddhist monastery so we had two splendid monks officiating. I just knew there had to be one in Woodstock, New York.
With so many marriages teetering on the edges these days, the vow renewal has taken on new meaning. It gives people a chance to revisit their connection and consecrate it. What can hotel managers and tour operators do to position media coverage about their offerings for success?
Here are some tips on where to get press coverage:
- Wedding Publications — Such outlets as Destinations Weddings and Honeymoons, and Bride’s Magazine will cover these celebrations, and are actively looking for new destinations. Couples of all ages want inspiration, and you can provide it. These particular outlets are read by a lot of those planning second marriages off in a vacation spot. There are a variety of publications to reach this lucrative market.
- Mommy bloggers — The famous “mom blogs” would also be excellent vehicles for exposure. Our luxury lifestyle public relations firm keeps tabs on the top bloggers in this sphere of influence. Since moms of all ages read this, they are a good target for coverage. We work with mom bloggers a lot for our clients and see the results pay off. Mom blogs are followed very closely by their readers, so it is worth reaching out to them. Plus, moms want their marriages to be strong so they make a super audience.
- Milestones – TheKnot.com and StyleMePretty.com are the bibles for brides-to-be as well as young marrieds, so aim for that outlet with your press release. Stay in contact with the guests that get married at your hotel or on one of your exotic trips. Then if it is their 10th or 20th, make sure to reach out to them with a few ideas for unusual ceremonies. These couples often want to reaffirm their vows, and are frequently willing to do it again in a heartbeat, with a good sized purse.
- Who Officiates – For those taking another time around, offer a bit of liberty with the officiant? It can be a relative, friend or even member of the clergy who presided over the wedding ceremony in the first place. Perhaps your property is located in a Caribbean island where a priest is available or judge in robes, as they will always lend a bit of splendor to the occasion.
- Pinterest and Instagram – These are the biggest social media channels for young brides, middle age women and those seniors who are active online. Use creative hastags like #vowreneal #weddings, and #romance. Facebook is excellent for more in-depth posts, but these two visual vehicles are the preferred ones for the romance crowd.
- What About Scripts – Guests can either use the original vows, if they still have them, or create new ones. It is a good idea to meet with the officiant and see what they suggest once you have a chance to mull it over. Personalizing the vows is where it is at, so don’t be afraid to work with guests to fine tune the ceremony.
- Whose Invited – Typically vow renewal ceremonies are smaller and more intimate than the original wedding. Since they are usually held at vacation spots where the group can relax and each other over an extended weekend or week, couples tend to invite close family and a few friends.
- Budget – Often couples will splurge a bit for their vow renewal, and perhaps have special Champagne they couldn’t swing at their wedding for a big crowd. The menu might offer a sampling of chef specialties, so that can make costs go up or keep them modest, if they are small bites. Your wedding coordinator has to get a sense of what the couple wants to spend before making suggestions for the chef.
- # IDoTakeTwo – Make sure you check out this Pinterest board, and get your pictures on there. It is also a great place to go for inspiration on etiquette tips, décor and dress code all of which you can share with your guests. Generally, these are more relaxed, and a tux isn’t required.
- The Setting – Where the actual ceremony takes place is vital, and couples of all ages are looking for romance and creativity. In our case, it was held in an outdoor pavilion overlooking a picturesque meadow with 22 gorgeous thoroughbred horses.
- Presentation — Make sure you have a binder with pictures, or a slide show of weddings and vow renewals that have taken place at your hotel. A picture speaks a thousand words, so it is worthwhile building up your photo library to share with couples when planning their ceremony and celebration following it.
- The Guestroom — Rose petals are lovely, but a bit overdone. While you’ll want to have a vintage bottle of the Champagne with which the guests will be toasting when they get back to their room, maybe place a beautiful coffee table book on romantic destinations or places in the area to say “I do again!”
National Geographic has a book “The World’s Most Romantic Destinations: Dreamy Getaways and Enchanting Places to Celebrate Love.” This has gotten tremendous exposure from Cosmo to Vogue, and is available in a jiffy from Amazon. Another easy suggestion is a keepsake collection of love poems by William Butler Yeats or Elizabeth Barrett Browning.
Want to know more about creatively planning vow renewals, where to go, what to read and how to plan it? Have your planner give us a ring. We are glad to help!