EDIFICE COMPLEX

If the characters in Woody Allen’s films surfed the Web, we may likely see them logging onto EdificeRex.com.
Grey Advertising in New York unveiled a $4 million print and out-of-home campaign last week for the site, which, true to its name, targets upscale New York co-op apartment dwellers and directs them to various goods and services.
One ad asks, “How come all the people you really want to have dinner with are already dead?
At EdificeRex, you’re just a click away from Brigit Berlin’s dinner party game.”
Another ad declares, “Your maid just ran off with your husband. A new husband is easy. Good help is hard to find.” The ad indicates that EdificeRex can lead you to a maid service.
Ads appear in such publications as The Wall Street Journal and New York magazine, as well as on phone kiosks, buildings and coffee containers sold in delis.
The site comes with two levels of service: one for residents of buildings networked with the site’s exclusive offerings and another to general-public surfers seeking in-depth information on New York.
–Kathleen Sampey