Indigo snags commuters with ‘Lost Symbol’

The bookseller plastered Union Station with all things Dan Brown to promote the blockbuster author's newest book.

There’s been plenty of media buzz around The Lost Symbol in recent weeks in buildup to the launch, however Chapters-Indigo went all out at Toronto’s Union Station this morning to promote Da Vinci Code author Dan Brown’s latest book.


The bookseller dominated the station, erecting a pop-up store on the south end of the Go concourse, which sold hundreds of books in its first hour, and staging a read-in by over a hundred Indigo staffers on the upstairs platform of the station.

Indigo wanted to grab the commuter audience right at the source, Indigo VP Bahram Olfati tells MiC, and by early accounts, it was a success. ‘It went very well,’ Bahram said shortly after the morning’s promotion, created in-house by Indigo. ‘People have been waiting for this since The Da Vinci Code launched in ’03.’ Brown’s previous blockbuster sold 81 million copies in print worldwide.