Media step inside Indigo's gift guide

To drive holiday sales for Indigo, MSLGroup transformed the retailer's headquarters in Toronto into product vignettes for 160 journalists and bloggers. Inside the office, MSLGroup showcased Indigo's product line in areas such as Kids and Toys, Tech Gifts, Home Decor and more.

The Toronto event was recreated in Vancouver and Montreal. To drive Quebec coverage, the team selected five media for a VIP dinner, giving them an opportunity to discuss Indigo's offerings.

To sustain media interest throughout the season, MSLGroup developed weekly targeted pitches focusing on various themes, and the team worked closely with media and bloggers to customize content, like product placement in themed spreads.

Indigo had a successful holiday season with 30,000 new customers shopping at the retailer, as PR messaging reached beyond Indigo's regular customers. Transactions were up 3% during the period, revenue was up $7 million during the last quarter and media relations efforts generated 862 million impressions through 1,401 stories.