Obuv Rossii, inspired by the success of the advertising campaign with singer Valeria, decided to extend the contract for three years at once. Now the singer will advertise footwear in Central Russia, where the company plans to expand its presence. The newspaper "Vedomosti" writes about it.
According to the general director of Obuv Rossii, Anton Titov, the one-year contract with Valeria expires in December 2011, but the singer will remain the face of the company for another three years - the corresponding contract is being prepared. Valeria's producer Iosif Prigogine confirmed this. The current contract does not apply to the North-West and Central regions of Russia, the prolongation provides that there will be no such restrictions, adds Titov. According to the current contract, only outdoor advertising is permissible, according to the new one, there is no final clarity, it is possible that other forms will be used. The parties did not disclose the amount of the contracts. According to Vadim Kormilitsyn, managing partner of the Stars and Brands agency, a one-year contract with Valeria can cost $ 250, and a three-year one - at least $ 000 million.
At the same time, Russia's Shoes plans to expand sales in Central Russia and the Northwest. At 1 January 2011, the company had 95 stores, by the end of the year the network will open (in Russia as a whole) another 60 points.
“The advertising campaign with Valeria, which started in December 2010, was positively received by the target audience,” Titov explains. By the end of the year, the company expects revenue to increase by 35% to 2 billion rubles, of which 20% Titov associates with an advertising campaign, which the singer became. Another 15% falls on the expansion of the assortment and number of stores. Earlier, Titov said that the company's advertising budget for 2011 was 70 million rubles.