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Little Italy BIA conducts Cafe Calmo promotion

The Little Italy Business Improvement Area in Toronto recently conducted a promotion called "Cafe Calmo" intended to promote the neighbourhood in other regions of the city as a place to relax. The initiative made use of a temporary cafe installation that distributed free Italian coffee to morning commuters in three downtown locations. The cafes included promotional workers, accordian players and "late notes" to give to their employers. The promotion, which ran from Sept. 20 to 23, was developed by Blackjet of Toronto. It was part of a larger overall rebranding of the Little Italy area using the tagline, "Go Slowly."

"Cafe Calmo was developed to export Little Italy to the rest of Toronto and to remind them to 'Go Slowly' and re-visit College Street," said says Rob Galletta, managing partner of Blackjet. "The new branding embraces the laid back pace that Toronto's Little Italy offers people in the heart of a manic city."

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