Victoria’s Secret
Victoria’s Secret was opening its first-ever store in Malta. The launch needed to do more than announce a new retail opening. It had to create anticipation, bring the right people through the doors, generate conversation across social media and secure strong media attention around the arrival of one of the world’s most recognisable brands.
What We Did
We led the launch from start to finish, bringing together the branding, event planning, PR, media and people needed to make it happen. From shaping the event experience and organising every detail on-site to managing influencers, media and event logistics, we helped turn a store opening into a launch people wanted to be part of.
Beyond the opening itself, we also led media buying for a series of activations across the island, extending the campaign beyond the store and into Malta’s everyday landscape. One of the standout executions was a fully branded Victoria’s Secret bus, helping bring the launch to the streets and build visibility around the brand’s arrival.
Behind The Scenes
Every part of the launch needed to work together. We managed the event branding and organisation, influencer invitations and attendance, PR outreach and media management, as well as the media buying behind activations across the island. We also supported the full event setup and coordination, organising the details that brought the experience together both behind the scenes and in front of the crowd.
The Outcome
The opening created a level of buzz that went far beyond the store itself. Malta saw one of the largest queues ever formed for a retail opening, with crowds stretching outside the store and footage quickly making the rounds on social media.
The launch generated significant PR attention, influencer content and organic conversation, while the wider media campaign helped keep Victoria’s Secret visible across the island. From the branded bus on Malta’s roads to the queues outside the store, the arrival became difficult to miss.
A store opening was the brief. A country-wide conversation was the outcome.