I don't know how much effort it takes or what it might be worth, but it can result in a 10 or 15% discount. The airlines are constantly changing things, so who knows what you can get today.
I worked with US Airways for my May 2001 wedding. If I recall, it didn't seem too painful and it guarenteed that my friends/family would all get the same rate. So, for me, it was worth the effort. Good luck!