The advertising campaign, with the tag line “Make Room for Shoes,” was
developed by Fallon McElligott. The campaign includes
TV, print and outdoor advertisements, and will run $15 million for the fourth
quarter 1999 alone.
Broadcast spots will air on TV shows “Ally McBeal,” “The Practice,” “ER” and
“Frasier,” and on national cable and spot network outlets as well. In
addition, 45-second versions of the spots can be viewed on the
Newspaper ads will debut in the Los Angeles Times, USA Today and Wall Street
Magazine advertisements began appearing in the October issue of Talk
magazine and will continue through November and December in various
publications including Fast Company, InStyle, Jane, Marie Claire and Vanity
In addition, advertisements will run on commuter rail platforms in
Chicago, New York City and San Francisco.
“The campaign taps into a simple but key consumer insight: women love shoes.
We believe the creative adds a lot to the excitement of the site and enhances
other branding efforts,” said David Lubars, president/creative director for