Chiffon dresses and Jack-and-Jill debauchery seems to be on everyone’s mind this spring, and Slice TV is taking advantage of wedding season fever to promote its series of themed programs by unleashing its own bridal party to warm the hearts of Torontonians.

This morning a bride, groom, and pretty-in-pink bridesmaids piled out of a Slice TV limo at Toronto’s Yonge and Bloor streets, for an impromptu photo shoot. Passersby are asked to pose as wedding guests, and a photographer will post their photos on the channel’s Facebook page.

The stunt, which will take place throughout the city for the next eight days, is meant to raise awareness about the Slice brand and programming, and engage their target viewers (women, aged 18 to 49) in a contest – a trip to Cuba, that can be won through the microsite ToCubaWithLove.ca. The wedding street teams are also handing out Slice-branded postcards with tune-in times for programs Rich Bride Poor Bride, Wedding SOS and Bulging Brides.

The contest site and street team executions were developed by Sugar Media, with additional promotions for the campaign developed internally by Canwest’s creative team. This includes 30-second TV spots on Slice and a two-week partnership with Z103.5, where announcers will give shout-outs to listeners about wedding party locations. The station will also run pre-produced spots and a banner ad on its homepage.