Victoria's Secret takes total-fashion focus at annual show

Victoria's Secret is bringing "Sexyback" with its LA Fashion Show, which will include performances by Justin Timberlake.

Victoria's Secret is bringing "Sexyback" with its LA Fashion Show, which will include performances by Justin Timberlake.

The lingerie powerhouse is using the opportunity to further position itself as a fashion house and is looking to be more tightly associated with clothing, as opposed to just lingerie, for the holiday shopping season. "This keeps Victoria's Secret top of mind in the holiday season," said Nicole Esposito, VP at Full Picture. "We are trying to drive tune-in for the show that is airing on December 5."

Idea: Victoria's Secret is holding its annual fashion show for the first time at LA's Kodak Theater. Swarovski donated more than 1 million crystals that were used to adorn the apparel the Victoria's Secret Angels will be wearing. "It really sparks the beginning of the shopping season," said Monica Mitro, EVP of PR for Victoria's Secret. "It's a good formula for publicity."

Tools: Victoria's Secret held press events at both ends of the Angels' flight from New York to LA. Journalists from Entertainment Tonight traveled with the models on the plane, while Access Hollywood featured segments with them every night last week. The Angels will make appearances at Grauman's Chinese Theatre, and the press can shop with them as they pick out their favorite items at an LA Victoria's Secret store. Supermodel Karolina Kurkova is scheduled to appear on The Tonight Show wearing this year's fantasy bra, a $6.5 million diamond-encrusted undergarment.

Measurement: Full Picture will look at media impressions and sales. "There has been direct correlation with a spike in sales around the show," said Esposito.

Organization:  Victoria's Secret
Campaign:  2007 Victoria's Secret Fashion Show
PR team:  Full Picture, KCD, in-house
Other marketing:  Advertising done in-house
Launch:  November 14, 2006
Budget:  $10 million for all aspects of the show

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