Fashion retailer Holt Renfrew is celebrating its 175th anniversary by taking its show on the road this fall, with the Hot@175 Mobile Tour.

The pop-up shop tour, which is hitting Toronto, Ottawa, Montreal, Edmonton, Calgary and Vancouver features a new line of special edition sweatshirts designed by graphic artists like Joachim Baan, Justin Broadbent and Jonathan Mak Long, Alix Box, senior VP, sales and marketing, Holt Renfrew, tells MiC.

Holt Renfrew’s president came up with the idea for the tour, which targets adults aged 18 to 45, including a younger and more urban demographic, says Box.

“We are reaching a whole new audience with the mobile tour by literally travelling across the country, visiting new locations and meeting new people,” she says.

Box says this is the first time the retailer has launched a mobile shop, and adds it hopes to reach even more people through social media by encouraging visitors to use the Twitter hashtag #popupholts with staff updating the blog Holtsmuse.com at each stop.

In addition to the tour, Holts has a media buy promoting its anniversary, created with its media agencies Gaggi Media and Sensu Communications, with creative from Capital C. It will run online and in print, in titles like Flare, LouLou, Hello! Canada, the Globe and Mail and the National Post.

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