Inside Weddings

Launched in 2003 and published quarterly to brides everywhere, Inside Weddings is positioned as the premier bridal magazine for luxuriously real weddings. The company’s print publication showcases spectacular weddings with “inspirational and aspirational” photography, creative ideas, ceremony planning articles, the latest fashion trends, and more editorial-to-advertising content than any other national bridal publication.

Objective

In late 2008, when Inside Weddings was ready to redesign its web presence from scratch, they turned to OpenCircle for trusted advice and expertise. To distinguish itself from the competition, Inside Weddings set out to accomplish three basic objectives:

• Present a sophisticated, elegant voice
• Offer stylish photographic inspiration
• Promote a selective advertising environment

Collaboration

Part of the challenge in a site redesign was to naturally maintain brand consistency in a Web environment by complementing and blending rather than mimicking the style of the company’s print magazine. OpenCircle developed a robust online registry, a user-submitted section called Real Weddings, an extensive vendor directory (searchable by type and location), dynamic content with RSS-feed aggregation, unique user profiles, a multi-contributor blog and special content restriction elements.

Fortunately, that was just the warm-up. OpenCircle also constructed a Flash editorial viewer, multiple pictorial galleries (containing thousands of images), a filtering device serving up special vendor-only content, and a global events calendar. A blogging section updated daily, member newsletter, PR campaign and flexible eCommerce functionality rounded out the site.

Success

Evoking an elegant and sophisticated, yet practical and approachable Web presence, the new InsideWeddings.com made a huge splash within the industry when it launched in 2009. In a nod to its print cousin, the site engages the senses via an oversized-photo format that showcases the extreme luxury and beauty of real weddings worldwide — not to mention runway and bridal fashion, jewelry, accessories, micro-sites, articles, and advice from members of the site’s exclusive “Editor’s Circle”.