The Aldo Group’s Little Burgundy brand is taking its shoes on the road this month with a pop-up tour across Ontario and Quebec.

Working with Montreal-based Jonathan Singer Experience Marketing (JSEM), the tour’s Ontario stops include universities in Ottawa, London and Kingston in Ontario, and in Quebec it will visit Montreal and Quebec City, aiming to target people aged 16 to 28, which is the core demographic for the brand, Catherine Laporte, marketing director, Aldo Group, tells MiC.

This is the second year the brand has hosted the tour, the difference this year is the number of stops it is hitting (last year only included three), and the fact that it is selling shoes along the way. Little Burgundy has expanded the number of stores it has in Canada since last year as well, jumping from 16 to 34 locations last fall.

Laporte says the fall pop-up tour, along with a biannual magazine and accompanying app make up the majority of the brand’s yearly marketing spend, which she says is small and focused mainly on growing awareness of the brand.