Leading lingerie brand, Gossard, is launching the first in a number of planned marketing initiatives designed to raise the profile of the brand and its new product offerings to target consumers " with a 24 hour billboard advertising campaign starting on November 17th at key London –hero' sites.

Although the campaign posters will only be up for 24 hours " the size and nature of the ads is sure to make an impact on Londoners, as each of the poster executions features a sexy, oversized shot of a glamorous model in Gossard's new Superboost lingerie. Each features either the tagline –Good Buy Girls' or –OMG' Oh My Gossard. The ads reference the look and feel of Gossard's iconic advertising campaign of the 1980's but the underlying messages have been thoroughly updated to appeal to women of today.

The campaign is part of a major development of the brand through new and existing products and related marketing activity. According to Gossard Managing Director Tony Jarvis, Gossard is a brand with great recognition within the lingerie sector but we realised we needed to make the brand and its products more relevant to the upcoming generation of sassy, sexy women. The launch of our new Superboost range that beautifully accentuates women's curves is the perfect vehicle for the campaign as the range offers –traffic stopping' style and fantastic quality yet is also priced for everyday, not just special occasion, wear.

Our research indicated that women want to look and feel sexy not just on special occasions and that they are primarily buying for themselves " not just to please someone else. This dynamic means we believe Gossard should be their first port of call as whilst we offer fabulously sexy and exciting lingerie we also offer tried and trusted quality at realistic prices.

The new campaign created by Gossard and executed by Pure Media is being backed by
promotions through key websites and a social media and online PR campaign orchestrated by Gossard's PR company, Brandnation. Further high profile initiatives designed to grab attention for Gossard are in the pipeline but currently under wraps.