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Elle Quebec introduces Ellewalkin

Fashion magazine Elle Quebec has introduced a new initiative called "Ellewalkin" in Montreal. The effort makes use of a redesigned space in the publication's office where various products can be displayed to consumers via the magazine's mobile and social media channels. It replicates similar efforts that have been made by Elle UK and Elle Canada. Staff of the magazine will use the space to discuss items there via social media. It will also be offered to advertisers as a way to promote their brands. The launch of the initiative is being conducted in association with Aldo, Simons and Kiehl's.

"The project springs from a desire to take the next leap forward with our business model," said Sandra Abi-Rashed, brand director at Elle Quebec. "Ellewalkin makes it possible to create a new generation of content, and it gives our readers a more intimate glimpse of the goings-on at Elle Quebec. What's more, this new initiative offers a unique showcase to fashion and beauty advertisers wanting to establish a more natural association with the brand while reaching our 650,000 readers and the community of more than 370,000 people on our web and social media sites."

Ellewalkin will officially debut at Ellequebec.com on April 2 and in the May issue of the print magazine. The physical space was designed by Garde-robes Gagnon. Elle Quebec is published by TC Media, which is a division of Transcontinental.

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