Locale travels across mediums for store launch

Aldo Group employs a new multimedia strategy to open the Montreal flagship for its new brand of stores.

Aldo Group’s new Locale retail brand is opening the doors to its first flagship store in Montreal on June 2, using a multi-tiered marketing strategy to promote it.

An experiential campaign includes a live art installation at the store and a giveaway of limited edition tote bags featuring work by local artist Sérigraphie Cinqunquatre. Each of Locale’s nine locations regularly showcases artwork by local artists.

The launch of the fashion-meets-art retail space is at the forefront of the company’s campaign with in-store, online and print promotions communicating the brand’s vision of combining fashion with art and community, Genevieve Sharp, general PR manager, Aldo Group tells MiC.

“What makes the Locale concept so unique is that it’s a different retail experience…featuring art within our stores,” says Sharp.

A key part of the retailer’s media strategy will be its bi-annual Locale magazine, as well as an FSI in Montreal newspapers, La Presse and The Montreal Gazette. Ad opps for the print mag are available.

Locale is also jumping into social media, focusing on creating a community via Twitter and Facebook by featuring known bloggers and artists, says Catherine Laporte, senior marketing manager, Locale.

“With Locale, it’s really based around the community, we work a lot with local artists and so all of the initiatives revolve around that,” says Laporte.

The brand’s ongoing developments include an online e-commerce platform, as well as sponsorships of local cultural events.