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Agent Provocateur promotes first Canadian location

Lingerie company Agent Provocateur has begun a public relations campaign to promote the Vancouver opening of its first Canadian retail store. The campaign, developed by DDB Public Relations, includes media relations, in-store events, branded entertainment activities, street-level marketing, online exposure at social networking sites and product sampling. The campaign will also make use of the company's global marketing program called, "The Adventures of Miss AP." The launch event, called "Prepare to be seduced," will take place in early December. Prior to the event, a series of "seductive vignettes" will be performed in high-traffic areas of Vancouver to raise awareness of the launch. "Agent Provocateur is famed for its ground breaking creative marketing utilizing alternative routes to reach its consumers versus mass marketing," said Jean Florendo, the company's Vancouver franchisee. "Our launch event and marketing activities will deliver on Agent Provocateur's vision." DDB will also create an installation in Toronto called the "Agent Provocateur Boudoir" to promote the opening of a new store there in 2008.

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