Toth Looks to Rejunvenate Shoe Brand

ATLANTA Johnston & Murphy has launched a new print campaign as part of its plan to rejuvenate the 155-year-old shoe brand, the company said.

The effort, including two-page spreads and full-page ads, began appearing in the March issues of GQ, Esquire, Vanity Fair, Forbes, Sports Illustrated and Golf. The ads feature actor Ron Livingston and reggae singer Ziggy Marley. Another ad featuring BMX rider Mat Hoffman is scheduled to launch in the fall.

The campaign was created by Toth Brand Imaging of Concord, Mass., and supports the Nashville, Tenn.-based company’s new logo, packaging and store designs.

“Our customers rely on us for traditional men’s footwear and we have a strong reputation for providing that,” said Jonathan Caplan, the company’s president. “But we have a lot more to offer and we hope that’s reflected in our new ad campaign.”

Campaign spending details were not available. The company spends about $1 million annually on advertising, according to TNS Media Intelligence/CMR.