In conjunction with the opening of its 20th store in August, Montreal-based artistic and creative supplies company Omer DeSerres (Loomis Art Stores, in English-speaking Canada) has announced plans to use spokesperson and well-known Quebec comedian Marie-Lise Pilote to drive visitors to its Web site.

Beginning this fall, Pilote will relate her artistic feats via an online studio – providing tips, revealing the results of creative experiences and providing advice to Web visitors. She will also throw a monthly ‘creativity party,’ a forum for Pilote and guests to meet creative challenges based on themes – using story board-type images, visitors will be able to follow the creative progress.

According to director of marketing Alain Gravel, the site, which is about two and a half years old but only became part of the marketing budget this year, is currently amassing sales comparable to one of its smallest bricks and mortar stores. To date, almost 25,000 members have registered online. Gravel says the Pilote initiative should attract many more.