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By: Bianca Bartz
Cross Marketing Super Bowl & Valentines - Victoria's Secret Covers all Bases (VIDEO)
The Victoria’s Secret website crashed after rumors of Super Bowl commercials promoting the website began circulating. The TV spot officially kicks off on February 3rd and will feature model, Adriana Lima. In the commercials, the 26-year old Brazilian beauty helped kick off the “What Is Sexy?” list, the lingerie company’s Valentines branding promos of which Lima is also a host.
“Valentine’s Day is an important holiday for the brand, and with this year’s Super Bowl being positioned so close to Feb. 14, we had a unique opportunity to use one of the year’s highest rated television programs as a vehicle to launch our efforts surrounding Valentine’s Day,” said CMO Jill Beraud.
The promo will continue to run until March 11 on the E! channel and will include co-hosting by other Secret angels including Karolina Kurkova and Selita Ebanks.
Victoria’s Secret has also inked a deal with E! Studios and Ryan Seacrest Productions to create an hour-long TV special, dubbed: Victoria’s Secret: What Is Sexy? that will air on the E! channel Feb. 9. Lima will also serve as the host of that program.
Victoria’s Secret hasn’t advertised during the Super Bowl since 1999, when it wanted to drum up buzz for its fashion show Webcast. The results paid off in a big way. According to the company, more than 1.2 million viewers logged onto the Victoria’s Secret site after the commercial aired in the first quarter of the game. When the Webcast of the brand’s fashion show aired a few days later, roughly 1.5 million viewers tuned in.
Though spend for this year’s spot wasn’t revealed, the ad slots reportedly go for around $2.7 million. In 2006, Victoria’s Secret spent $93 million on measured media, and through October of 2007, had spend $51 million, per Nielsen Monitor-Plus.
(brandweek)
Via: brandweek Posted: Jan 25, 08
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