Payless campaign shows love for shoes

TOPEKA, Kan. Payless ShoeSource has launched a new marketing campaign that includes TV and print ads, as well as a new Web site designed to promote the love of shoes.

The "I Love Shoes" campaign features a Web site, http://www.iloveshoes.com//www.iloveshoes.com ,which launched last Friday, that invites visitors to share why they love shoes. Those who participate on the site are then eligible for shoe prizes. According to Payless, more than 100,000 people have visited the site since it debuted.

"People -- women in particular -- love shoes and for a range of reasons," said Matt Rubel, president and ceo of Payless ShoeSource. "Our new I Love Shoes campaign plays on this fact, and our just launched site, iloveshoes.com, is an online world dedicated to allowing people to profess and share their passion for shoes in fun, inspiring and rewarding ways."

The I Love Shoes campaign also included print ads in Vogue, as well as branded tote bags that were distributed at New York Fashion week.