From August 10 to September 5, 2012 in all stores of the federal footwear network "MONRO" of Russia there is an action "Real prices for leather footwear - this is Montreal!" According to the terms of the promotion, the price for specific models of women's shoes made of genuine leather is 1290 rubles, men's shoes made of genuine leather - 990 rubles and children's shoes - 790 rubles.
“Shoes made of genuine leather are the best choice for Russian climatic conditions. However, the price level for shoes made from natural materials is traditionally high. The Monroe company successfully refutes this stereotype by setting comfortable prices for leather shoes for the whole family. Shoes made of genuine leather in "Monroe" are becoming even more affordable for residents of Russia. I am sure that our offer will be appreciated by buyers, ”comments Andrey Kalmykov, Marketing Director of the federal footwear chain“ Monroe ”.
The main idea behind the positioning of the campaign is the extraordinary availability of prices for genuine leather shoes at Monroe. The creative concept of the advertising campaign was developed by the strength of the Monroe team and implemented through the name, slogan and visualization.
The advertising layout is made in a laconic style - the accent is made on a sample of genuine leather with footwear silhouettes embossed on it. Play on words in the slogan "It's Montreal!" is designed to create an image of a special reality from "Monroe", in which everything is possible, where prices for leather shoes are really affordable. This slogan will be used in the whole cycle of seasonal advertising campaigns, uniting them with a common idea.
A wide advertising campaign covering all the cities where the Monroe chain operates, 73 cities in total, is designed to highlight the action. Promotion will be carried out through the main communication channels. ATL will include: television, print media, transport, including metro, outdoor advertising, residential elevators; BTL - promotions. Television coverage will involve both regional TV channels and federal channels: Channel One, Russia-1, TNT, NTV and TV Channel STS.