Chapters

Chapters was the first mega-bookstore chain in Canada and remerinc was hired to create grand opening ads to introduce a concept that was truly new to an entire country.

This is Big! For the first wave of ads, we developed humorous three-part headlines that spoke to both the sheer size of Chapters stores as well as the range of content and services found inside. Each ad also contained three images.

Positioning. We needed to communicate that Chapters wasn’t just large in scope, but also boasted music, a coffee shop, and many other non-literary offerings, making it truly unique in all of Canada. So we wrote the tagline, “Great books are just the beginning” – a phrase that referred to books but clearly indicated that there was much more to discover. 

Now See This. Once a Chapters store was open, or when an additional store came to a city that already had one, a second set of ads used fanciful illustrations to showcase the worlds of imagination and excitement that reading brings to life.