Shoe Carnival Launches First National Advertising Campaign

Family Footwear Retailer Expands into New Markets, Debuts New Tagline in Integrated Effort to Show Customers “A Surprise in Store”

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A Surprise in Store

“Our aggressive expansion plans call for us to open 30 to 35 stores per year,” said Todd Beurman, Senior Vice President of Marketing. “Now is the time for us to employ a national advertising campaign to introduce the rest of America to Shoe Carnival.

Atlanta, GA (PRWEB) April 04, 2014

This Sunday, April 6, Shoe Carnival, Inc. (NASDAQ: SCVL), a leading retailer of family footwear, will launch its first integrated national advertising campaign in support of the spring season. The campaign accompanies the brand’s U.S. expansion and debuts a new tagline, "A surprise in store."

“Our aggressive expansion plans call for us to open 30 to 35 stores per year,” said Todd Beurman, Senior Vice President of Marketing at Shoe Carnival. “Couple that with our rapid e-commerce growth, and now is the time for us to employ an integrated, national advertising campaign to introduce the rest of America to the Shoe Carnival brand and to remind our existing customer base that there’s always something new for them to discover at Shoe Carnival."

In its first national campaign, “Boxed Surprise,” Shoe Carnival highlights its unexpected selection of brand name shoes and accessories at great prices, and the stores’ fun, inviting environment. “Home Runway,” the first in a series of national TV commercials for the campaign, celebrates the joy and anticipation of new shoes and shows that there’s a surprise in every shoebox at Shoe Carnival.

Home Runway" was shot on location in Buenos Aires, Argentina, and was directed by Bryan Barber, whose past projects include music videos for Outkast and Christina Aguilera; commercials for Pepsi, Target and Verizon; and the film “Idlewild.” In collaboration with producer Drumma Boy and sound engineer Leslie Brathwaite – whose credits include Pharrell Williams, TLC and T.I. – “Home Runway” features upbeat music that brings the excitement of the in-store experience to life with characters that turn an everyday moment into a high-end fashion show. “Home Runway” will run on national cable beginning April 6, and digital and social media will support these efforts.

“Throughout our six-year partnership with Shoe Carnival, we’ve seen the brand grow exponentially by taking a fresh approach that’s unique to the category,” added John Stapleton, EVP, Chief Creative Director at 22squared. “With the first national campaign, we’re elevating the brand by evolving the creative and collaborating with renowned music and film talent to further define Shoe Carnival’s distinct attributes among its competitors.”

About Shoe Carnival
Shoe Carnival, Inc. is one of the nation’s largest family footwear retailers, providing the convenience of shopping at over 382 stores in 32 states and Puerto Rico, as well as online. We offer customers a completely unique and fun shopping experience with a broad assortment of value priced dress, casual and athletic footwear for the whole family, with emphasis on national and regional name brands. We differentiate our retail concept from our competitors’ by our distinctive, promotional marketing efforts. Headquartered in Evansville, IN, Shoe Carnival trades on the NASDAQ Stock Market under the symbol SCVL. Visit shoecarnival.com for more information.

About 22squared
22squared is one of the largest independent, full service advertising agencies in the country. We create ideas with scale, ideas that connect brands to consumers, ideas people care about, and in turn, talk about. Because we believe when people talk, ideas spread. We call that being exponential. And we do it for iconic brands like American Standard, Baskin-Robbins, Buffalo Wild Wings, Dunkin' Donuts, Florida’s Natural, and Toyota. Visit us at 22squared.com to learn more.

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Contact:    
Jessica Wildeman            
Shoe Carnival                
812-867-4238                                        
jwildeman(at)scvl(dot)com                        

Julianna Bowman
22squared
404-347-8895
julianna.bowman(at)22squared(dot)com


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