Online footwear and accessories retail giant, Zappos.com has seized the opportunity to tickle the buying interest of consumers by calling attention to the obvious, that they're not wearing shoes. Zappos is the most recent advertiser to reach airline travelers by sponsoring the installation of Transportation Security Administration (TSA)-approved SecureTray Systems in airport checkpoints across the country. The ads, created by New York-based The Ad Store are contracted to be in every security bin at every checkpoint within the Reno-Tahoe and Chattanooga airports. So the next time passengers take off their shoes for security screening at either airport, they'll place them into bins sporting ads suggesting they buy their next pair of shoes at Zappos.com.

Note: The SecureTray System is the brainchild of St. Petersburg, Fla.-based SecurityPoint Media, the leader in airport passenger security checkpoint advertising and the innovator of the SecureTray System. Interestingly, revenue from the ads are used to offset system costs so that equipment, installation and maintenance are completely and continually covered at no expense to the TSA or the airports.