Victoria's Secret Mother's Day Campaign

Heidi Klum announced Victoria Secret's Mother's Day sweepstakes this morning on the Ellen DeGeneres Show. To participate in the sweepstakes, women can log in to the Victoria's Secret Web site and write about funny childhood stories that happened with their mother and talk about how much their mother means to them. The winner and her mom will be flown to New York City with airfare and hotel paid for, and will win a Victoria's Secret Shopping spree. I thought this was interesting. Victoria's Secret is trying to capitalize on Mother's Day and the special bond between mother and daughter and attach those feelings to its brand image. The announcement of the campaign by Heidi Klum on national TV was well planned.