OTTAWA – Canadian consumers will begin seeing the Canadian Internet Registration Authority’s latest fun ad campaign on Monday, September 14.
The TV and online campaign features the .CA Domain Squad at .CA Headquarters—a high tech cabin deep in the woods —working hard to ensure Canadian businesses choose a .CA domain name.
The theme of this year’s campaign is Make your website true north strong and builds off the success of last year’s tongue-in-cheek Don’t be a traitor campaign.
Last year’s .CA Domain Squad campaign resulted in a 22% increase in new domain registration share in Canada, and a 20% increase in unaided brand awareness, said CIRA in a release today.
The campaign includes four 15-second spots which will air over broadcast television in the Greater Toronto Area and the Greater Vancouver Area from September 14 until November 8. They will also be featured across Canada on streaming services, digital TV and social media. Pictured above is a still from CIRA’s Facebook page.
“The commercials focus on the value of a .CA domain name for Canadian businesses. Studies show that Canadians prefer to shop from Canadian businesses online, and a .CA domain name is the number one way to declare your business proudly Canadian,” reads the release. As Canada’s economy pivoted to digital during the Covid-19 pandemic, CIRA saw record growth in .CA domain name registrations.
The campaign was produced in partnership with Giants & Gentlemen Advertising and Push Media.
The four commercials are:
