Ecco’s ‘Moving’ Message Resonates in Print

BOSTON Ecco USA footwear has launched a national magazine campaign introducing the tagline “Shoes designed to move you.”

MDG in Holliston, Mass., fashioned the creative, while Interpublic Group’s Initiative in New York handles media buying chores.

The effort features low-key but colorful product shots, as well as photos of consumers 35-45, the primary target audience for the Londonderry, N.H.-based brand.

Copy promises that the Ecco “delivers form and function with sophisticated design inspired by the world around you, combined with subtle comfort features to meet the needs of your day out.” Ecco identifies with its often highly stressed, adult white-collar consumer base by noting “It’s all about balancing your career, family and personal goals without sacrificing your individual style.”

The work will run in books such as GQ and Vogue. Outdoor executions are also in the mix in select markets including New York and San Francisco.

Annual ad spending in recent years has been about $2-3 million, per Nielsen Monitor-Plus.