With "The Golden Bachelorette," ABC charts a new course with its hugely popular reality series. The show follows Joan Vassos, a 61-year-old grandmother and school administrator from Rockville, Maryland, as she begins her journey for new love. Vassos was previously a contestant on ABC's other more mature Bachelor adjacent series, "The Golden Bachelor."
ABC's objective was to drive viewership to "The Golden Bachelorette," introducing new viewers to Joan and exciting fans of "The Golden Bachelor" for the new series.
Seeking a partner is an intimate and personal endeavor, and with its "Golden Bachelorette" campaign, ABC looked to highlight the intimacy and humanity at the heart of the show. The series of promos focused on helping viewers get to know Joan, showing her to be a warm and kind grandmother. She tells the world what she's looking for in life and what she hopes to get out of the series in an interview with her young grandson. The welcoming environment and the comfortable interactions works to illuminate Joan, or Jojo, as her grandson calls her, as a person.
On the other side of the competition, the campaign featured individual bachelors' introductory videos, spotlighting some of their more wild, funny, and romantic antics. Clip videos featuring all of the contestants allowed viewers to compare their senses of humor, tastes, and personalities, choose their favorites, and decide who to root for throughout the nine-week event.
"The Golden Bachelorette" was a hit for ABC. The first five episodes of The Golden Bachelorette averaged 2.7 million viewers per episode, with the premiere episode garnering 2.8 million live viewers.
