New owners of Filene’s Basement launch ad campaign

BOSTON—Filene’s Basement is hoping to get back on its feet with a major advertising campaign that promotes the company’s 100th anniversary.

The 23-store discount chain emerged from bankruptcy protection earlier this year after being purchased by off-price retailer Syms Corp.

Owner Marcy Sims told The Boston Globe that the ad campaign - including network and cable TV spots and gift card giveaways - will show that Filene’s Basement is alive and well and a “place where bargains are born.“

Filene’s Basement opened in downtown Boston in 1909 to sell excess merchandise from the upstairs Filene’s department store. It won fame for its annual “Running of the Brides” wedding gown sale.

The flagship store has been closed since 2007 as the city seeks to redevelop the building.