Vivaladiva.com

The British home shopping specialist JD Williams has launched an aggressive marketing campaign to promote its new ladies' footwear website VivaLaDiva.com. Hoping to capitalise on the emotional bond that women have with shoes, the company has developed the VivaLaDiva concept for time-challenged women between the ages of 25 and 55. The concept has been researched and tested at length to ensure a successful launch.

The company started with a soft launch in November, with most of the focus on the online activities such as search engine marketing. Subsequently the marketing campaign, managed by OMD Digital, will include banners and promotions on a range of women's lifestyle websites. Further to this, the company will continue to market directly to its existing clients.

The Manchester-based distance shopping specialist, Photolink Creative Group, is working together with London fashion agency, Iroquois, to guide trade and consumer public relations activities. Head of VivaLaDiva.com, Wendy Derbyshire, told reporters that the company plans to use its extensive knowledge and experience in direct marketing to attract its target audience.

The site will offer dozens of famous shoe brands such as Schuh, Hobbs, Camper and Clarks. The site currently features shoes by the inimitable Emma Hope and plans to include up-and-coming couture designers like Georgina Goodman, Olivia Morris, Jane Brown, Adele Clarke and Rupert Sanderson.