Marshalls Boosts Shoe Store with Stilletto Tour

Posted on by Chief Marketer Staff

Marshalls is hitting the road in a red Stilletto vehicle to spread the word about its new its Shoe MegaShop, the newly redesigned shoe department.

Teams of Shoe Divas dressed in bathrobes and wearing the high heels are traveling to five cities handing out branded shoeshine mitts, which contain game pieces. Each game piece can be redeemed in-store for a chance to win prizes, including $1,000 shopping sprees.

The mobile tour, which kicked off last week in Washington, D.C, visits Philadelphia, PA, Dallas, Houston and Atlanta. About 210,000 shot mitts will be distributed as part of the campaign, which ends Oct. 14.

“We want to build awareness of Marshalls’ expanded shoe department,” said Marshalls spokesperson Amy Cafazzo. “The nature of this experiential event is to promote itself through one-on-one encounters.”

As part of the promotion, one person who enters a separate sweepstakes through Nov. 4 at will win one ton of shoes. A truck will haul the shoes in each city to play up the promotion.

A cause marketing overlay runs Oct. 18-30 in which Marshalls will auction off shoes donated and signed by celebrities, including Madonna, Regis Philbin, Jay-Z, Joey Fatone, Vivica A. Fox and Mariska Hargitay. Shoes will be auctioned off at Proceeds will benefit domestic violence shelters.

The retailer will also donate $1 for each pair of shoes sold in its stores from Oct. 28-24 to benefit the company’s long-time charity partner, The Family Violence Prevention Fund.

Marshalls has more than 750 shores nationwide. By yearend, more than 500 will feature MegaShoe shops, Cafazzo said.

Marshall’s internal marketing team created the concept for the promotion. Encore Nationwide is handling on-site logistics, while Mullen, Marshall’s PR and ad agency, is in charge of media relations.

PR, newspaper ads, radio spots and blogs support the campaign.

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