
Filene’s Basement is launching its biggest advertising campaign in a decade, with network and cable television spots, newspaper ads, and gift card giveaways to celebrate the brand’s 100th anniversary.
As Filene’s Basement enters its first holiday season after emerging from bankruptcy protection this summer, new owner Marcy Syms wants to make a splash with the historic company that claims to have invented the bargain.
“We want to make sure that we reach as many people as possible to let them know Filene’s Basement is still here and we are stronger than ever,’’ Syms said in a phone interview yesterday. “We are the place where bargains were born and never go out of style.’’
The campaign, totaling over $1 million, includes commercials on “Good Morning America,’’ the “Today’’ show, and the “Early Show’’ during this week’s launch and during the week of Thanksgiving. Filene’s workers at the company’s 23 stores are now wearing “Where Bargains Were Born’’ T-shirts and buttons, and consumers can purchase their own anniversary mugs and T-shirts at the shops.
Filene’s Basement was founded in Downtown Crossing in 1909 by Edward A. Filene as a way to sell excess merchandise from his father’s department store upstairs. The business, famed for its “Running of the Brides’’ events, expanded to nearly 56 stores in the mid-1990s, but later had to pull back because it opened in markets where the brand was unknown and the merchandise too similar to what other retailers were offering. . . .
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