Payless ShoeSource Breaks New Image Ads For Latinos.

Payless ShoeSource, Inc. is launching a new advertising campaign for the U.S. Hispanic market inviting Latinos to visit Payless ShoeSource for what’s new and fresh in footwear. The new campaign features Payless’ Hispanic spokesperson, Ana María Canseco, as the friendly style consultant confessing to her trusted friend (her audience) what’s new and in style in what women consider their top passion: shoes. The four commercials of the new campaign feature Ana María Canseco face-to-face, sharing her secret with the Hispanic audience.

“Payless is now the place to find the latest must have fashions in footwear,” announced Cecilia García, Payless ShoeSource’s Director of Advertising Services and Ethnic marketing. “We want to communicate this message to our Hispanic customers. At Payless, they will now find the newest and latest selection of quality shoes at affordable prices. We want them to turn to Payless first and be pleasantly surprised by what they find.”

In order to communicate this message to the Latino audience, Bromley Communications, Payless ShoeSource’s Hispanic ad agency of record, has created an advertising campaign consisting of a series of four television commercials to position Payless as the “fashion source” in shoes. The television spots feature Ana María Canseco, co-host of Univision’s morning show, “Despierta America” (Wake Up America) as “Tu Consejera del Estilo” (Your Style Consultant). The new ad campaign captures a closer relationship between Ana María Canseco and her audience. She wants to share her secret with her friends, and for that reason Ana María Canseco confesses to the audience that she is in love, and that her love is Payless. Another important element of the campaign is that like Payless, Ana María’s image, has become more stylish and modern.

“The spots offer the consumers a close up view of Ana María, the style consultant but also provide a 360° close up of some of the latest footwear, demonstrating Payless’ new fashion styles and quality,” commented Rosario de la Peña Garza, Associate Creative Director at Bromley Communications. “The casting, the colors, the clothes, the music and the shoes create a dynamic and modern atmosphere. Payless’ new fashion forward positioning is reflected in all aspects of the campaign. The audience will be surprised by Payless’ new shoe fashions and will be encouraged to visit Payless for the latest shoe and accessory fashions, at reasonable prices.”

“I love my new look, and the new Payless, that is reflected in the commercials,” comments Ana María Canseco. “I especially like that these spots bring me closer to my people and communicate my love and passion for shoes. I am proud to reveal to my Latino friends that Payless ShoeSource is the place for the latest fashions at a great value.”

A total of four commercials (to support Back To School, Fall, Holidays and the “Buy One, Get One Half Off” Sale) will redefine Payless’ relationship with U.S. Latinos, positioning the company as the fashion source in what’s new and in style in footwear and accessory fashions at affordable prices. The campaign will span for the remainder of the year on Spanish-language networks in the top U.S. Hispanic markets and Puerto Rico.

“Payless launched the first series of the campaign’s executions in August, for Back to School,” commented Cecilia García, Director of Advertising Services and Ethnic marketing. “Based on the preliminary sales figures we have seen a positive sales increase. The spots are driving Hispanic customers to visit the new Payless, and they like what they are finding.”