GSO/Davis Continues High Fashion for Copley Place

Boston’s Copley Place is the place to buy clothes, according to a print campaign from GSO/Davis.

Three ads from the Boston shop promote the downtown mall’s high-end retailers and dining establishments. The image-heavy executions show fashionably dressed male and female models in a restaurant, a hotel room and other settings.

Text reads, “Fashions that can’t be ignored. Tiffany & Co., Neiman Marcus, Gucci and over 100 other shops and restaurants including Legal Sea Foods. All right here in Boston’s Back Bay.”

The campaign carries no tag. Fine print along the side alerts readers that the models’ apparel can be found exclusively at Neiman Marcus, the mall’s anchor store.

Spending for the highly targeted campaign is estimated in the low to mid-six figures.

The ads are appearing in The Boston Globe, Boston magazine, Improper Bostonian, Stuff@Night and other regional publications.

Creative credits include co-creative directors Peter Seronick and Gary Greenberg, art director Glenn Britland, copywriter C.J. Kaplan and photographer Guido Vitti.

Greenberg Seronick O’Leary & Partners, which merged with DavisPartners earlier this year to form GSO/Davis, won the Copley Place business in 1997. Last year it launched a print campaign featuring traffic signs with messages such as “Do not gawk” in reference to models wearing the mall’s fashions.

Other clients of the agency, which notched billings of $65 million in 2001, include Waterville Valley Resort, Siemens Medical, Spalding Sports Worldwide, Fluent Technologies and sister supermarket chains Shaw’s and Star Market.