Swarovski covers a Royal Mini Cooper with crystals to celebrate the Royal Wedding day


Forgive us for not coming out with a more innovative headline. Still, with the William-Kate’s Royal wedding around the corner and brands hankering to garner attention, we are left bereaved of imagination. If Four Season Chicago’s having its own royal suite for the event, then Swarovski’s gone a step ahead to build a radio show around the wedding. Their list is a £20,000 (approx. $32,704) competition for engaged couples on London radio station Magic 105.4. As part of the promotion, the crystal giant will be crystallizing a “Royal” Mini Cooper that will be prop-ed at the Westfield shopping center in London on April 23, 2011, flanked by lookalikes of Prince William and Kate Middleton.

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A series of radio promotions starts this week, and the competition to win £20,000 will run on the morning of the Royal Wedding, that is 29 April, during Neil Fox’s ‘Magic Breakfast’ show. Two pairs of listeners who are engaged to be married will be invited into the studio to play for the money.
Magic 105.4 will also be reporting on location from Westminster Abbey from 5.30 am to 7 pm.
The brand has also commissioned a whole range of Royal Wedding merchandise that includes pens and cardholders. And here we were thinking what makes the Royal Wedding, the Wedding of the decade, or was it century?!
[MarketingMagazine]

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