Rockport Announces The Next Phase Of Its Advertising Campaign

SOURCE: Business Wire

CANTON, MA - The Rockport Co. has announced "Smile," the next phase of its successful "Love Your Feet" advertising campaign that was launched last year.

The new black and white images follow a natural progression of the story, as the physical nurturing depicted in the first phase of the campaign transitions to the emotional reaction the touch elicits.

The new series consists of four images: a man kissing a woman's foot, a woman kissing a man's foot, a woman resting her head on a man's foot and a women with a full, contented smile. These images convey the universal theme of caring for your body and soul, and the happiness that results from this.

The story unfolds in stages, moving first through the physical act of loving your feet and then to the emotional response this inspires.

"Rockport's advertising will always be about comfort, yet the reaction of comfort changes over time to be new, unexpected and engaging for consumers," says Stefanie Lucas, vice president of marketing. "For Fall 2001, our campaign is a reflection of the comfort of our products, with the reactions you might feel from that comfort."

The new advertising campaign will launch nationwide in September 2001 publications, including GQ, In Style, Vogue and The New York Times Magazine, among others. An outdoor campaign in New York, Boston and San Francisco also will be part of the Fall 2001 plan.