Canadian Magazine Industry News
29 April 2010,     TORONTO
ELLE Canada to host Spring Style Lounge events across Toronto area
ELLE Canada magazine has partnered with property owner Ivanhoe Cambridge to bring the magazine to consumers with a series of Spring Style Lounge events at malls across the Greater Toronto Area in May.

The June issue of ELLE Canada
The June issue of ELLE Canada

Magazine director of communications and promotions Avra Goldenblatt says talks with Ivanhoe Cambridge to produce the events began a year ago. “We wanted to bring the magazine to a consumer environment,” says Goldenblatt. “Bring the magazine to life.”

The Style Lounge is being advertised both in print, e-mail blasts and online by ELLE Canada and in-store by Ivanhoe Cambridge. The events are sponsored by H&M, RIM and Fuze drinks. “There is an ELLE Canada closet styled by H&M where visitors can walk in and pick their favourite looks,” says Goldenblatt. “RIM will be taking photos with its newest Blackberry and uploading them to Flickr. A winner will be chosen at random for each location to win H&M gift cards as well as a new Blackberry.”

Sets for the Spring Style Lounge were constructed by Ivanhoe Cambridge to fit each space, says Goldenblatt.

ELLE Canada fashion editor, Anthony Mitropoulos will be presenting at each location on trends and wardrobe planning, says Goldenblatt. Mini-makeovers will also be happening in partnership with stores at each mall, she says. “The Lounge covers all the major bases of the magazine.”

For more information on the ELLE Canada Spring Style Lounge, visit

ELLE Canada is published monthly by Transcontinental Media.

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Wow, Torstar really seems to be on a mission to bankrupt one magazine after another....
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