Objective
To successfully launch Victoria’s Secret in the Canadian French market and to open it’s first store in Quebec.
The Challenge
First introduction to the French Canadian market. Victoria’s Secret angel Erin Heatherton was only available for a full day and on a strict timeline/schedule.
Strategy
First step was to build anticipation for the store opening by sending media alerts and calendar listings.
Media cocktail/shopping event was organized the night before the store opening for 50 media members to get a sneak peek and to be the first to shop the brand in Quebec.
During the morning of the store opening a ribbon cutting and photo op was organized with angel Erin Heatherton. Interviews were then conducted with the VS angel with top tier French media outlets.
An autograph signing session was then organized with the Angel and shoppers.
The Result
The event earned 28 media placements and 13,941,845 impressions. Including broadcast placements on Salut! Bonjour, Musimax and Etalk.