Aerosoles Breaks Signature Shoe Campaign

NEW YORK Aerosoles will mix print ads, e-mail blasts and in-store events with its star designer Luca Bizzo to support its new Signature Collection.

Bizzo, formerly of Nine West Group, will appear at events in three New York stores in association with Lucky magazine. Print creative was developed in-house. Gotham, New York, handled the media buy. A budget for the effort was not revealed, but the campaign will run two months longer than last year. The firm spent $2.6 million on ads in 2003, per TNS Media Intelligence/CMR.

Aerosoles’ Signature ads will run in the April issues of The New York Times‘ Sunday Styles section, the San Francisco Chronicle Sunday Magazine and the New York Post and the May Gotham. Each execution includes a lifestyle image with a strong AS symbol in the upper corner of the ad. One ad shows a stylish woman seated on a wooden floor with her feet prominently displayed wearing silver metallic Spiced Up Sport shoes. In addition, 20,000 Gotham subscribers will receive a 16-page Aerosoles Signature pamphlet polybagged with their May edition.

Separate creative featuring Aerosoles’ new Spice-C shoe style also will appear in May issues of O, Lucky and Redbook. As part of a new branding initiative, Aerosoles is placing 85 kiosks in strategic locations to support New York retail outlets.

San Francisco will provide the setting for Aerosoles’ fall campaign, which will be shot later this month. Creative will be inspired by the textures and materials of the season and will focus on its shoe styles. The brand’s signature model, Wende Parks, will reappear in the ads.