Shoe Carnival Announces National Advertising Collaboration With Lifetime’s Devious Maids

Company Promotes First National Advertising Campaign with the Hit Series to Illustrate “A Surprise in Store”

EVANSVILLE, Ind.--()--Shoe Carnival, Inc. (Nasdaq: SCVL) a leading retailer of value-priced footwear and accessories, today announced its collaboration with Lifetime’s Devious Maids to further promote the Company’s first national, integrated advertising campaign. The advertising campaign coincides with the season two premiere of the hit series Devious Maids, which will debut on Sunday, April 20, 2014 at 10 p.m. EDT/PDT.

“We are excited to announce our strategic collaboration with Lifetime and the television series Devious Maids as we continue our first ever national advertising campaign,” said Cliff Sifford, Shoe Carnival’s President and Chief Executive Officer. “We believe that this unique marketing collaboration will resonate well as we expand into new markets and move deeper in existing markets to truly show customers that there is always something new for them to discover at Shoe Carnival for the entire family.”

Shoe Carnival’s national campaign with Devious Maids and new tagline “A Surprise in Store” will run on national cable with on-air, in-store and social support. The series of national TV commercials will celebrate the joy and anticipation of new shoes and shows that there’s a surprise in every shoebox at Shoe Carnival.

Devious Maids is executive produced by Marc Cherry and Eva Longoria, and stars Ana Ortiz, Dania Ramírez, Roselyn Sánchez, Edy Ganem and Judy Reyes as five maids with ambition and dreams of their own while working for the rich and famous in Beverly Hills. Longoria will direct the series’ eagerly anticipated season two opener, marking her television directorial debut. Devious Maids is Lifetime’s fastest-growing scripted series ever and is the number one series across cable in its Sunday time period among Women. Its finale last September garnered three million Total Viewers, making the episode Lifetime’s best drama telecast in 2013.

About Shoe Carnival

Shoe Carnival, Inc. is one of the nation’s largest family footwear retailers, offering a broad assortment of value priced dress, casual and athletic footwear for men, women and children with emphasis on national and regional name brands. As of April 16, 2014, the Company operates 382 stores in 32 states and Puerto Rico, and offers online shopping at www.shoecarnival.com. Headquartered in Evansville, IN, Shoe Carnival trades on The NASDAQ Stock Market LLC under the symbol SCVL. Shoe Carnival’s press releases and annual report are available on the Company’s website at www.shoecarnival.com.

Contacts

Shoe Carnival, Inc.
812-867-6471
Cliff Sifford
President, Chief Executive Officer and
Chief Merchandising Officer
or
W. Kerry Jackson
Senior Executive Vice President
Chief Operating and Financial Officer and Treasurer
www.shoecarnival.com

Shoe Carnival Announces National Advertising Collaboration With Lifetime's "Devious Maids" (Photo: Business Wire)

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Contacts

Shoe Carnival, Inc.
812-867-6471
Cliff Sifford
President, Chief Executive Officer and
Chief Merchandising Officer
or
W. Kerry Jackson
Senior Executive Vice President
Chief Operating and Financial Officer and Treasurer
www.shoecarnival.com