TOPEKA, KS: Payless ShoeSource has launched a communications component to its "I Love Shoes" campaign.
The company launched the campaign, which involves contests on iloveshoes.com, in an effort to capture the spirit of its key demographic - 24-year-old women.
Kicked off at New York Fashion Week, other PR efforts have included a Valentine's Day themed media tour. Payless' in-house team is handling the campaign, with assistance from general market AOR GCI Group and Conexi—n PR, for the Hispanic Market.
"We target the 24-year-old demographic, because women in their 40s who shop for their family are nostalgic about that time in their lives, while teenagers aspire to that age group," said Mardi Larson, head of Payless' PR operations.
Outreach for the contest has focused on web coverage, in particular fashion and shoe blogs. According to Larson, the site has been featured on more than 20 fashion sites and has received more than 200,000 hits.
Payless plans to expand the contest site into a more interactive Web site, with video posts, music downloads, and various other applications.
"We wanted to create an environment where people, women especially, could come to share a passion about shoes, and online seemed like the best place," Larson said.
The contest wraps up on March 15, but the "I Love Shoes" campaign will continue to move forward, with plans to convert the online space into an interactive marketing tool.