Ana Maria Canseco & Payless ShoeSource A Perfect Pair.

Payless ShoeSource and Ana Maria Canseco, co-host of Univision’s morning show, “Despierta America” (Wake Up America), announced that they have signed an agreement for Ana Maria to become Payless’ ambassador to Latino consumers. Popularly known as “Tu Consejera del Estilo” (Your Style Consultant), Ana Maria will offer advice on what’s new, fashion right, and stylish in affordable footwear and accessory fashions.

The alliance is part of Payless’ new marketing campaign targeting the growing Hispanic market and positioning Payless as the premier shopping destination for today’s stylish footwear and accessory fashions for the entire family.

“I am passionate about shoes and fashion,” said Ana Maria. “And I always try to obtain the best quality with the latest styles at the best price. Shoes and handbags are essential in my wardrobe because they help me to express myself and have a new look everyday. I have been in love with Payless for many years. The first pair of shoes that I bought in the United States was from Payless. With my passion for shoes and my history as a Payless shopper, the partnership with the #1 footwear retailer in the nation made sense.”

Respected and admired in the Latino community, Ana Maria Canseco will help educate the Latino consumers about the advantages of shopping at Payless ShoeSource via radio and television ads, in-store signage and public relations. Ana Maria will also help communicate Payless’ true value as a smart place to go for today’s footwear and accessory fashions.

“I am proud of this alliance and for the opportunity to work with the entire Payless team”, Ana Maria mentioned. “I don’t think everyone realizes the benefits of shopping at Payless ShoeSource. You can trust Payless for its style, variety and quality at the best prices and most importantly, you can always find something for the entire family. The company is everywhere and is very committed to the Latino community. I am very excited to help communicate this message to all my friends.”

“We are thrilled to team up with a woman of Ana Maria Canseco’s popularity,” said John Haugh, Chief Marketing Officer and Senior Vice President of Business Development for Payless ShoeSource. In order to continue reaching out to the Latino market and to communicate the benefits of shopping at Payless ShoeSource, in 2001, the company hired Cecilia Garcia as Director of Advertising Services and Ethnic Marketing.

According to Cecilia Garcia, “Ana Maria Canseco is the perfect match for Payless ShoeSource because of her passion for fashion, shoes and Payless. We were looking for a very popular spokesperson with credibility in the Latino market. Ana Maria is known for her fashion sense and she is passionate about shoes.”

Garcia added that the new advertising campaign with Ana Maria Canseco, created by Bromley Communications of San Antonio, will be launched in the spring of 2002.

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