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 ...