“Shoes of Russia”, inspired by the success of the advertising campaign with the singer Valeria, decided to extend the contract immediately for three years. Now the singer will advertise shoes in Central Russia, where the company plans to expand its presence. About this newspaper Vedomosti.
According to the CEO of Shoe of Russia Anton Titov, the annual 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 in preparation. Valeria producer Joseph Prigogine confirmed this. The current contract does not apply to the North-West and Central regions of Russia, the extension stipulates that there will be no such restrictions, Titov adds. Under the current contract, only outdoor advertising is permissible; according to the new, there is no final clarity, other forms may be used. The parties do not disclose the amount of contracts. According to Vadim Kormilitsyna, managing partner of the Stars and Brands agency, an annual contract with Valeria can cost $ 250 000, and a three-year contract can cost at least $ 0,5 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.