Marketers counting on cachet of lucky 7/7/07 promotions

Marketers are betting on a numerical phenomenon that is happening next month: July 7, 2007, also known as lucky 777.

Marketers are betting on a numerical phenomenon that is happening next month: July 7, 2007, also known as lucky 777.

The rare day will be a big one for both service providers like casino-hotels and retailers like Wal-Mart that hope to score business through 777 promotions.

The number seven is known for its significance in many religions and cultures. It also carries the superstition of being lucky, especially with regard to weddings and gambling.

Wal-Mart is conducting a 777-themed contest called "Lucky in Love Wedding Search," USA Today reports, in which seven couples will win a July 7 wedding and reception in the lawn and garden area of their local Supercenter, valued at $5,000.

Why does it matter?

"There are about 37,000 Knot-community weddings taking place on that day," says Kathleen Murray, deputy editor of The Knot, an online wedding services company. "July is a very popular month to get married, but a typical Saturday in July is about 12,000 weddings, so that's about a 300% increase.

"Seven has always been considered a lucky number, so three sevens in a row is definitely a very lucky day to get married," she adds. "It also has a cool cachet to it." Also, logistically speaking, July 7 follows the July 4 weekend, so it's convenient for couples who want to navigate their honeymoon around vacation days.

Darlene Wilson, wedding services manager at The Venetian in Las Vegas (pictured), says: "Although we receive many requests for ceremonies, typically on Valentine's Day and during June, we've received many more requests for weddings on July 7."

The hotel hopes to accommodate 77 weddings that day. In the past, other triple numbers have been successful, but Wilson says the weddings department at The Venetian has never seen anything like this. "We've received such a high demand for 777 that we're already preparing for 888," she notes.

Five facts:

1 The Mandalay Bay Resort and Casino in Las Vegas will host a huge group wedding at 7pm that Saturday, with the package deal going for $1,777. So far, 100 couples have registered.

2 NBA star Tony Parker and Desperate Housewives actress Eva Longoria are set to marry 7/7/07, along with thousands of other couples.

3 According to, the biggest marketing campaign in the history of publishing would have been Harry Potter book 7 released 7/7/07. The release date is now July 21.

4 The Mandarin Oriental's package, valued at $215,000, gives a couple the Presidential Suite, which overlooks seven Washington, DC, landmarks, per NBC's DC station.

5 The Ritz-Carlton in New York's Central Park has a Lucky Number 7 July 7 wedding package with a reception for 77, a seven-tier wedding cake, and a seven-night honeymoon at any Ritz in the world for $77,777.

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