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Indigo begins weekend promotion

Toronto-based retail chain Indigo Books & Music will begin a fall marketing campaign called "Make it an Indigo Weekend" today. The effort will consist of eight weeks of events at all Chapters, Indigo and Coles stores. Each weekend event will make use of a theme with related activities, including brands such as American Girl, Goosebumps and Star Wars.

The events will be supported with a national contest component conducted via Instagram. Consumer who submit photographs of themselves at one of the weekend events will be entered into a draw for a $100 Indigo gift card and 35,000 loyalty points. Winners will be selected bi-weekly.

"Indigo's mission is to add a little joy to people's lives," said Samantha Taylor, vice-president of marketing at Indigo. "We continually hear from our customers that Indigo is a special place for them, a relaxing place to unplug and unwind and get inspired. This program is meant to deliver that feeling."

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