Citi-Mobile Launches Mobile Billboard Campaign for the New Perfect One Bra by Victoria's Secret

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The Mobile Billboard featuring Heidi Klum and the new Perfect One bra hits shopping hotspots of Los Angeles, and the supermodel unveils the product at The Grove by making a special delivery.

The streets of Los Angeles were full of glamour early last week as Citi-Mobile, a nationwide provider of Mobile Billboards, launched a campaign for Victoria's Secret. The event marked the release of the new Perfect One full-coverage bra.

Victoria's Secret chose Citi-Mobile to execute the special outdoor advertising campaign and to spread the news among consumers about the launch of the product. Accordingly, a stylish, state-of-the-art 3D Mobile Billboard promoting the new product line hit the streets on Monday, March 2 and Tuesday, March 3. The custom-designed unit passed through major shopping areas and commercial centers of Los Angeles County, including Rodeo Drive, Melrose Avenue, Westwood Village, as well as the Hollywood & Highland Center and The Grove.

Heads turned all over these LA hotspots as the images of famed Victoria's Secret Angel Heidi Klum sporting the Perfect One--the bra that "shapes, smoothes, and supports"--graced the scrolling ads. Pedestrians and commuters delighted and pointed at the unit, trying to take pictures with it.

Outfitted to reflect the brand image of the reputable lingerie and beauty product retailer, it also carried an announcement about the upcoming live appearance of the supermodel at the Victoria's Secret store at The Grove on Tuesday, March 3 from 12 to 2pm. The buzz spread among trendsetters as the Mobile Billboard made its rounds through the busy areas.

On Tuesday, the event kicked off as planned. Heidi Klum celebrated the release of the Perfect One bra by delivering it in person to the store. She drove the Mobile Billboard into The Grove and parked it in front of the Victoria's Secret location. The unit with ads on three sides attracted attention, as crowds gathered to catch a glimpse of the supermodel and be among the first to experience the launching of the new product. Fans got the rare opportunity to meet the famous Angel and take a photograph with her.

"This campaign took traditional mobile billboard advertising a step further," said David Guy, production manager at Citi-Mobile. "The unit did not only act as a Mobile Billboard, but also as the showcase for the launching of the product, with Heidi Klum, the talent on the ad, personally driving it and making the delivery to the store." Thus, the black-clad unit got its taste of fame. The press reacted positively to it, with various entertainment shows and local news stations across the nation immediately featuring it.

About Victoria's Secret
Victoria's Secret is the leading specialty retailer of lingerie and beauty products, dominating its world with modern, fashion-inspired collections, prestige fragrances and cosmetics, celebrated supermodels and world-famous runway shows. A business of Limited Brands (NYSE:LTD) its more than 1000 Victoria's Secret Lingerie stores and 1000 Beauty stores, the catalogue and VictoriasSecret.com allow customers to shop the brand anywhere, any time, from any place.

About Citi-Mobile
Citi-Mobile is a nationally recognized, non-traditional outdoor advertising company with mobile billboard units operating throughout the country. An advertising agent, its primary goal is to deliver the client's message to the PEOPLE. Services include Nationwide Mobile Billboards, Hollywood Mobile Billboards, 3D Mobile Media, and Brand Ambassadors--all strategically organized to make heads turn. Citi-Mobile is available nationwide in major metropolitan areas, including Los Angeles, Las Vegas, Orange County, Houston, Phoenix, Dallas, Austin, Santa Barbara, Seattle, Charlotte, Chicago, New York, San Francisco, San Jose, Portland, Miami, Boston, Philadelphia, and elsewhere. For more information about Citi-Mobile, please visit http://www.citi-mobile.com.

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Kevin Bartanian
Citi-Mobile
866-518-0772 ext. 903
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