INDIGO MOVES OUTSIDE ONTARIO
By Adnews Staff
Indigo Books Music & Cafe of Toronto opened its first outlet outside Ontario last week. Located in Montreal, the bookstore is 32,000 square feet in size and sells more than 150,000 French and English titles. In addition, there is a music section geared to the over-20 crowd, on-site events and a licensed cafe. The new outlet will be promoted using print ads. PR is being handled by Optimum Public Relations of Montreal. Indigo plans to open another 17 bookstores across Canada by the end of 1999. Currently, it operates three stores in Ontario. Advertising for the book retailer is handled in-house. The Ongoing Partnership of Toronto also handles some advertising.
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