Client: Intimate Brands
Campaign: Getting Intimate in Europe - Building Awareness of Intimate
PR Team: Edelman Public Relations Worldwide
Timescale: April - June 2000
Intimate Brands, the parent company of Victoria’s Secret, has always
been in the shadow of its lingerie company. Intimate Brands is now
looking for a higher profile in the UK and Europe, particularly among
the investment community. The combination of an international business
venture and the visual experience of a Cannes fashion show was expected
to have the requisite lure to generate strong publicity.
To secure European financial media support for Intimate Brands, while
establishing the company as the owner of Victoria’s Secret among the
investment community. To increase European sales and to promote the
company’s leading brands: Victoria’s Secret, Bath and Body Works and the
White Barn Candle Company.
Strategy and Plan
Edelman was asked to capitalise on the lingerie fashion show, held at
the Cannes Film Festival on 18 May, in order to highlight Intimate
Brands and increase media and financial investor awareness. Five weeks
prior to the event an awareness building campaign was launched, with
Edelman and Intimate Brands working together to ensure that their ideas
Extensive media coverage was needed and this began with carefully
selected images chosen from the three brands. These images were then
shown at investor meeting invitations, made available on corporate
web-sites and used for financial presentations. Communication with the
media was secured by arranging several business TV and print media
interviews with the presidents of the companies in Cannes and London.
Picture desks were presented with carefully selected visuals and
financial audiences were offered a ready- to- run business story.
The story consisted of a play upon key messages about Intimate Brands,
with aspects such as its 360 Degree Marketing (approach them wherever
you are via catalogues, email etc) and their Managed Growth Strategy
The local language media were targeted by Edelman european network to
garner the coverage of the newly integrated financial media and investor
relations programme. In addition, the financial team and their consumer
PR colleagues wirked together, to increase the impact of the fashion
show upon the targetted financial and consumer audiences.
Measurement and Evaluation
17 out of the 24 minutes of broadcast coverage were business related and
featured on CNN’s World Business Today, CNBC’s Power Lunch & Europe
Tonight (combined audiences of 236 million) and Sky World Business
Ten newspapers across the UK, France and Germany ran articles presenting
Intimate Brands as the owner of Victoria’s Secret.
Intimate Brands has now been introduced to eight US equity fund managers
and 11 retail analysts in London, as well as eight US equity fund
managers in Scotland and six in Dublin. Edelman is managing a database
of 75 interested institutional investors institutional investors in the
UK and across Europe.
The objective of establishing the link between Victoria’s Secret and
Intimate Brands was met. High levels of interest have been generated
within the investment community, as a result of the bolstered
communication between the media and the three corporations involved .
Edelman and Intimate Brands are now planning the next six months of the
European public relations programme and sales are at their highest level
apart from Christmas 1999.