Tinder Celebrates The LGBTQIA+ Community Love With The Big Tinder Wedding
Exactly one year ago, and on the five-year anniversary of the marriage equality vote, Tinder announced the Big Tinder Wedding and commenced a nationwide search for queer couples who found love on the app and wanted an all-expenses-paid dream wedding.
Tinder’s latest phase of the campaign aims to celebrate the colourful love stories unfolding on the app every day and focuses on the two lucky couples, Will & Monte and Kelly & Tara, who recently married in their own Big Tinder Weddings.
Tinder captured the couples’ journey in the lead-up to their big days in a campaign that will run across paid, social, influencer, owned, in-app, and feature in earned media. Content includes a funny, yet wholesome, reality TV-style YouTube series that shines a light on the couple’s beautiful stories, as well as the wedding planning journey, alongside the Big Tinder Wedding Planners.
The Big Tinder Wedding planners boasted a line-up of creators and experts from the LGBTQIA+ community and was led by Brooke Blurton as Chief Maid of Honour, as well as Jamie Azzopardi as personal stylist, Brendan de la Hay as event stylist and Conor Curran bringing the best in food and cocktails.
A series of Big Tinder Wedding sizzle reels and mini trailers will be rolled out across TikTok, YouTube, Nine Now, Vevo and Snapchat, supported by paid and driving traffic back to the YouTube series.
“For the past decade, Tinder has played a vital role in sparking new connections and we pride ourselves on being an inclusive app for anyone seeking a connection. The Big Tinder Wedding is just another example of this, and was our way of celebrating Tinder love stories and saying thank you to our users. It was so incredible to host the Big Tinder Wedding for the two couples and we wish them every happiness for the future. We’re honoured to be able to share these exceptional love stories with Australia,” said Kristen Hardeman, country director of Tinder Australia.
The campaign targets Tinder’s core audience and user base across Gen Z, of which, LGBTQIA+ users are the fastest growing group globally.
Successful love stories are unfolding on Tinder every day. In fact, a recent survey has revealed that 1 in 2* Aussies know someone that has married their Tinder, or other dating app, match. Of them 40%* say they’ve been to at least one dating app wedding – with 36% attending up to three!
Meet the couples
Kelly (30 she/her) and Tara (29 she/her), both from Sydney, matched on Tinder in 2021. Tara was initially drawn to Kelly through the warmth that radiated from her profile. They also found a connection through identifying as demisexual. “Our initial connection was purely emotional and mental, with the physical attraction coming later. We are a team in all aspects of life and can’t wait to continue our journey together, now that we are married,” said Tara.
Monte (30 he/him) and Will (32 he/him) are a pair of self described “lively and fun-loving characters” hailing from Queensland. The two proud First Nations men (Maori and Torres Strait Islander) formed a strong bond through Tinder in August 2020 and quickly found that they both shared similar values of tradition and culture. Monte and Will are both musicians and not afraid to burst into song at any moment, something that has livened up their love story – in fact Monte has even written a song for Will to celebrate their love!
“The wedding was incredible and we were in the present and enjoyed every single moment of it. It was so incredibly touching that our weddings represented us as a couple, particularly when it came to incorporating our respective traditions and cultures into the wedding ceremony and having all of our family and friends take part,” Monte said.
The Big Tinder Wedding celebrations!
On Saturday Feb 3, each of the couples received an extra special wedding for up to 100 guests. With a beautiful ceremony held at the Royal Botanical Gardens and an extravagant reception hosted on Sydney’s latest prestigious yacht, The Jackson, the weddings brought together the couples and their family and friends to celebrate their love. Tinder has also chipped in funds towards their honeymoons. Whilst Will and Monte are still deciding on their honeymoon destination, Kelly and Tara will be heading to the beautiful Whitsundays to relax and enjoy the sunshine together.
“What a beautiful and heart-warming journey it has been, not to mention a fun one. It’s been an absolute pleasure getting to know Will and Monte, as well as Kelly and Tara and having the opportunity to celebrate their individual love stories – from being brought together and matching with each other on Tinder, to standing in the picturesque Botanical Gardens and hearing them say ‘I do’. It’s not everyday that you get to be part of a special couple’s love story, and I am so grateful that they allowed me to be part of their dream wedding day! I cannot wait to see what adventures Will and Monte, and Kelly and Tara will embark on next as married couples,” said chief maid of honour, Brooke Blurton.
Please login with linkedin to comment
TinderLatest News
Kantar: AVOD Subscribers Double In 12 Months
Data from research firm Kantar has revealed that the number of Australians with advertising video-on-demand (AVOD) services has more than doubled in the last 12 months. In the March quarter, 12.5 per cent of Aussies had AVOD services, up from 5.6 per cent in the previous year. The number of AVOD subscribers is expected to […]
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan Digital has announced the results of its 12-month partnership with Brand Metrics, which measures the effect of campaigns running across its stable of high-profile sites, including Fandom, The Latch, POPSUGAR, BuzzFeed, Tasty, and LADbible Group. Brand Metrics is a global technology company with an award-winning brand lift methodology that enables many of the […]
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
The super fund has launched a brand campaign to convince Aussie savers that its superannuation is monstrous. The campaign features a large blue monster ridden by a lady called Bev (pictured above), who wants to unleash her “monstrous super on the world”. “In a category that struggles for differentiation, we’re immensely proud of where the […]
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
The Board of the Audited Media Association of Australia (AMAA) has announced that its Audit Bureau of Circulations (ABC) and Circulation Audits Bureau (CAB) print audit services will discontinue from April 2024. The AMAA conducted audits of print media for both the ABC, for major publications that sell their print and digital copies and the […]
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp Australia has launched its second annual national education advocacy initiative with an expanded program. Over the next six weeks, News Corp Australia’s state-based mastheads will tackle critical issues facing the country’s education system, present solutions, and celebrate the hardworking educators making a difference in children’s lives. Kicking off the campaign is Best In […]
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Lifestyle publisher Urban List has announced the release of its newest proprietary research, this time offering an in-depth analysis of evolving retail customers and how the traditional purchase funnel has evolved into a spiralling consumer loop. The report, titled Add To Cart, draws on responses from over 4,000 Urban List readers across Australia and New […]
Cosmo Returns To Australia!
Following a hiatus of almost six years, Cosmopolitan is set to return to the Australian market this August, led by Publisher Katarina Kroslakova’s publishing house KK Press in collaboration with Hearst Magazines International. With a mission of embracing, celebrating, and empowering women across the nation, Cosmopolitan Australia is poised to invigorate the women’s lifestyle publication […]
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Founded by Virginia Scully (lead image), formerly managing partner, – people at independent media agency Hatched, Human Kind Collective has launched today. The First of its kind people and culture consultancy is a people, talent and culture consultancy tailored for the dynamic media and communications industry. “The world of work has dramatically changed and, in […]
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
M&C Saatchi Group’s media agency, Bohemia, has turned around its fortunes since Paul ‘Hutch’ Hutchison took the helm 18 months ago. In 2023, the agency won a slew of new business, rolled out a new market proposition and improved employee engagement. Hutch caught up with B&T to explain the next steps in his three-year transformation […]
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
There are few in adland with such vast experience as IPG Mediabrands and Initiative’s chief operating officer Geoff Clarke. Starting in the industry more than 30 years ago, Clarke has held positions such as investment director, chief investment officer, client partner and managing director. Speaking on behalf of the Experience Advocacy Taskforce, Clarke explained why […]
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion and lifestyle platform, THE ICONIC, has joined forces with five iconic Aussie athletes – Rohan Browning, Rachael Gunn, Calab Law, Alexa Leary, and Rheed McCracken – in the latest instalment of its ‘Got You Looking’ campaign. Lead image: Rohan Browning, Rachael Gunn, Calab Law, Alexa Leary, and Rheed McCracken Much like THE ICONIC itself, […]
Seven West Media Secures New Director Of News & Current Affairs
Seven West Media (SWM) today announced the appointment of Anthony De Ceglie as director of news and current affairs and editor-in-chief at Seven West Media. De Ceglie is currently editor-in-chief of The West Australian, The Sunday Times, PerthNow and its suburban newspapers, 19 regional newspapers and SWM’s recently launched The Nightly digital newspaper. He has […]
Seven Network Expands NSW Sales Team With Two New Group Business Directors
The Seven Network has announced the appointment of two new group business directors, James Mielnik and Julia Scales, effective 1 May. The new recruits report to Seven’s NSW sales director, Dan Sinfield, and will be responsible for leading Seven’s relationships with advertisers and their media agencies. A highly experienced sales manager with a media career […]
New PR Subscription Changing The Game For Aussie Start Ups
A new subscription service is changing the game for Australian start-ups for a fixed cost of less than one thousand dollars a month. In this economic climate we know that start-ups are finding it difficult to afford advertising as well as robust public relations campaigns. Project Ignite empowers these Founders to get some initial cut-through […]
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
In this week’s edition of sports professionals behaving badly, controversial Daily Telegraph NRL journalist and host of Fox Sports’ NRL 360, Paul Kent, is in hot water (again) over a video posted to social media allegedly depicting him in a violent brawl outside Totti’s in Sydney’s Inner West. The clip allegedly depicts Kent engaged in […]
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
DiDi has appointed Tim Farmer as head of brand marketing in Australia and New Zealand. Prior to his new role at the rideshare company, Farmer spent eight years at The Walt Disney Company, rising from a partnerships lead to become its marketing director responsible for Disney+, Marvel, Pixar, Searchlight and Nat Geo. “One of the […]
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
Last week, Google took the not-unexpected step of delaying the end of third-party cookies again. Citing “ongoing challenges” and “divergent feedback” from different corners of the digital advertising industry, Google delayed the end of third-party cookies from the “second half of Q4” to early 2025. Much of the dragging has come from Google having to […]
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Tim Bullock, director and founder of production house Scoundrel. You know Bullock’s work, even if you don’t know his name, having directed huge spots for the likes of VB and Toyota, working with creative agencies such as The Monkeys and Saatchi […]
Outbrain Snatches Chris Oxley From Foxtel Media
Outbrain has appointed Chris Oxley as the country manager for Australia, New Zealand, and Singapore. Bringing over 18 years of experience in digital media, Oxley will lead the charge in driving the expansion of Outbrain’s advertising business across ANZ and Singapore. In his role, Oxley will oversee the development and implementation of Outbrain’s commercial strategy […]
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
To mark oOh!media’s community partnership with Greening Australia, creative and innovation hub, POLY has developed a two-phase campaign that leverages weather triggers and dynamic digital executions to drive brand awareness and donations. Greening Australia is a national not-for-profit organisation with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity. oOh! announced its […]
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media together with Carers Australia and a coalition of carer support and advocacy groups, are joining forces to call on both the Federal Government and the Opposition to add superannuation to the fortnightly Carers Payment. Last month, The Inquiry into Unpaid Carers recommended the Australian Government consider options to incentivise and recognise the impact […]
In A Fragmented World, Engagement Is King
Media executives from Australia’s top agencies sat down with B&T TV to discuss how media fragmentation is impacting advertising spend. Few will deny that measurement is key when it comes to deciding where to allocate ad dollars. With media more fragmented than ever, which metrics to use is less clear. As Nik Doble, Mindshare’s national […]
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Today is a big day in radio. After years of dominating the Sydney ratings, the Kyle & Jackie O show is launching in Melbourne. Whilst some have sworn that Melbournians won’t like the controversial show, Kyle Sandilands is confident of its universal appeal. “The only difference if you’re a regular listener in the Sydney market […]
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.