The Knot has partnered with The Registry at Bloomingdale?s to help couples create and update their wedding to-do list and track budget expenses via an iPhone and iPad application.

The Knot has rolled out The Knot Ultimate Wedding Planner that lets couples browse thousands of wedding dresses and bookmark inspirational photos of cakes and wedding décor while on the go. The app is available for free download in Apple?s App Store.

?Bloomingdale?s is thrilled to partner with a leader in the industry, leveraging their broad reach to bring our products and benefits to the largest network available,? said Joanna Kartalis, director of The Registry at Bloomingdale?s, New York.

?We want to be available for customers to interact with us on their own terms - however, wherever, whenever they want,? she said. ?This mobile application is a great step forward in that mission.?

XO Group Inc., formerly The Knot Inc., is a global media and technology leader devoted to weddings, pregnancy and everything in between, provides young women with the trusted information, products and advice they need to guide them through the most transformative events of their lives.

Bloomingdale?s is a full-line, upscale department store and a division of Macy?s Inc.

Mobile registry
The app is complimentary through Feb. 29 due to a launch partnership with The Registry at Bloomingdale?s.

The app includes several features such as the Ultimate Wedding Checklist where users can keep organized with a checklist that tells them exactly when they can complete each wedding task.

There is also the Wedding Budget Tool that lets couples keep track of payments for everything from the reception hall to the band.

Additionally, the app includes Photo Scrapbooks that lets users reference photos of their dress, hairstyle and accessories or get their opinions on several bridesmaid dress choices.

Users can also browse the registry gallery for the top featured picks at Bloomingdale?s.

?Within the app, we?ve combined all of the most popular interactive tools that brides on TheKnot.com love and use,? said Karen Levine, vice president of marketing at The Knot, New York.

?We?ve packaged the tools to synch from the Web site to the iPhone and iPad, so they can have everything while on the go,? she said. ?Couples can create and update their wedding to-do list, track wedding budget expenses, browse thousands of wedding dresses and bookmark inspirational photos of cakes, wedding décor and more.

?Today?s engaged couple is busier than ever so this app offers them the flexibility and ease of wedding planning tools that are available and fully synched, on the Web or on mobile devices.?

Marketing reach
The app is being promoted via The Knot Web site, editorial content on the homepage and in newsletter outreach.

Additionally, banner ads throughout the site will also promote the app to brides.

The company is also planning to convert its apps to make them universal for users, with Android and BlackBerry roll outs in the near future.

?Building a multimedia platform is a key priority for XO Group,? Ms. Levine said. ?Our lifestage brands The Knot, The Nest and The Bump started on the Internet but have brand extensions as magazines, books, online video and mobile.

?This multiplatform strategy has allowed XO Group to create groundbreaking integrated advertising programs for its partners,? she said. ?Strong product innovation is another key priority.

?We now have 3 iPhone apps and 2 iPad apps for TheKnot.com, two iPhone apps for TheBump.com and a registry app for GiftRegistry360.com.?

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York