Wedding website and vendor marketplace The Knot has rebranded its website with a new design aimed to appeal to a younger audience.
The redesign and new campaign stems from the increase in weddings after the pandemic. In 2022, 2.6 million U.S. weddings were held, per The Knot’s data. The Knot expects there will be 2.1 million weddings in 2023, reaching pre-pandemic levels. The Knot saw a 40% increase in couple searches on The Knot Vendor Marketplace in Q1 and a 70% rise in vendor leads when compared to the same time period in 2019. The increase has led The Knot’s CEO Tim Chi to call 2023, “the year of transformation for the wedding industry.”
The redesign aims to appeal to a newer younger audience, as well as to drive growth for the small businesses within the brand’s Vendor Marketplace, which includes vendor listings in 25 categories, including: DJs, venues, florists and planners, among them. The redesign includes a new logo, new colors and illustrations.
To promote the new look and feel, the company has debuted a new ad campaign, the brand’s largest marketing campaign to date. The effort is focused on driving awareness of The Knot Vendor Marketplace and centers around a new ad titled “Free Celebration from Expectation.” This is the first time ever that the digital brand has invested in TV advertising. The buy includes TV, connected TV, YouTube and online video and audio.
