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I Love Shoes dedicated to people with passion for shoes
Feb '08
Payless ShoeSource, dedicated to democratizing fashion and design in footwear and accessories for all to enjoy, is launching a new marketing campaign, "I Love Shoes," featuring new TV and print ads, as well as the launch, an online environment dedicated to consumers who want to share their love of shoes.

"People women in particular love shoes and for a range of reasons," said Matt Rubel, president and chief executive officer 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 new site launched last Friday and more than 100,000 people have already visited the site and played the I Love Shoes game.

Players complete the phrase "I Love Shoes Because ... " Winners are selected randomly each day. Prizes are, of course, shoes.

Daily winners receive either a pair of shoes or the grand prize of a year of shoes. Payless said it will give away 30 years of shoes through the contest a year of shoes to 30 lucky winners each day for the run of the contest. An additional 900 pairs will also be given away over the 30-day long game.

The "I Love Shoes Because" responses are posted within 36 hours, enabling the site visitors to see why other people love shoes, to vote for those they think are interesting, fun and unique and to share comments.

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