Burson-Marsteller in Madrid has been appointed to handle the comms effort, with account director Francis Ochoa leading a five strong team reporting to Patricia Pineiro, general manager for industry federation Federacion de Industrias del Calzado (FICE).
The campaign, launched by trade groups and the government, aims to raise the cache of Spanish products and boost sales against a growing number of 'cheaper and lower quality' Asian imports, according to a Burson Marsteller spokesman. The industry will remind Spaniards of the high design quality of Spanish shoes as well as their strong presence in the international market. 'Camper and Martinelli have big operations outside Spain, but people think they are French or Italian when they are in fact from Majorca and Alicante respectively,' he said.
A major exhibition is planned for July. 'A los pies de Carmen' in Madrid will showcase avant-garde shoes by local designers, inspired by the opera Carmen. Other initiatives include showrooms, retail promotions, a promotional web site and the roll-out of a new image logo representing the sector in Spain and abroad.