Zola’s latest brand campaign, “The Wedding of the Year,” is focused on the upcoming nuptials between Taylor and Travis. No, not celebrity megastar couple Taylor Swift and Travis Kelce, but Taylor Hayes and Travis Wickboldt, a couple from Wisconsin that are users of the online wedding platform.
The effort seeks to tap into the cultural attention around the Swift-Kelce engagement but focus on the real couples that are at the core of Zola’s platform and brand identity, explained CMO Briana Severson.
“Every love story deserves a billboard. Every love story deserves to have all of the fanfare and celebration that [Swift-Kelce] did,” the executive said.
“The Wedding of the Year” is a multichannel effort that launches today, Dec. 15, with extensive out-of-home advertising in New York, including Times Square billboards, taxi toppers, subway takeovers and newsstands. A hero film featuring Hayes-Wickboldt will debut on Dec. 20 nationally on Netflix, and the effort will span organic and paid social media across “the usual suspects,” Severson said.
With the campaign, Zola is doubling down on the authenticity of regular people, rather than tapping into celebrities, influencers and artificial intelligence. That strategy could resonate with consumers, especially at a moment when AI-generated ads continue to receive backlash and celebrity-focused efforts have their own potential pitfalls.
“Their engagement didn’t trend. But to us? They’re every bit as iconic,” a voiceover in the ad says of the Hayes-Wickboldt pair. “Because everyone loves a celebrity wedding, and at Zola, we love yours.”
The wedding campaign planner
When the Swift-Kelce engagement took the media and marketing world by storm in August, Zola was prepared. The company had social posts lined up and quickly put up billboard ads and executed an outdoor activation. But after the initial buzz died down, Zola regrouped.
“This engagement is going to be a thing for the next nine to 12 months. What's our POV on how we show up authentically as a brand? Every publication and brand is sharing their take on their guests or their prediction for Swift and Kelce, and we are probably more qualified to have a point of view on a celebrity engagement than most other entities,” Severson explained.
Zola found Hayes-Wickboldt in its database, and quickly vetted the pair for possible inclusion in a campaign. Wickboldt is a veteran who works in construction, Hayes is a middle school guidance counselor and breast cancer survivor, and their first date was after she completed chemotherapy.
“You could not imagine a better couple for this. They are the sweetest. They’re the epitome of a nice Midwestern couple,” Severson said. “Hearing more about them as individuals and their story, it made it so clear that these were the right people. We wanted to put the spotlight on them.”
Zola is paying for the pair’s wedding in May 2026 and is hoping to continue working with the couple before the big day. The brand has some ideas of what the campaign’s next steps look like, but has built in flexibility to be reactive to the Swift-Kelce engagement and plans to expand the effort after the initial media moment.
“The first eight weeks of it is really going to center on Taylor and Travis and their story. Beyond that, we have a couple ideas in mind for how we might expand the campaign out and invite our couples to participate, and a call to action to bring more of the everyday couples into spaces where they could feel like celebrities,” Severson said.
