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Canadian Internet Registration Authority breaks campaign

The Ottawa-based Canadian Internet Registration Authority has begun a new advertising campaign called “Don’t Be a Traitor.” The campaign, developed by Giants & Gentlemen, encourages consumers to use dot-ca domain names for Canadian businesses. The effort includes a commercial that will run on television and in theatres in the Greater Toronto Area until Nov. 17, as well as on streaming services. This will be accompanied by social media content and search engine advertising. The creative features a squad of domain name enforcement officers. Media work is being handled by Push Media. This the the organization’s first broadcast campaign.

“Even today, it is estimated that more than 50% of Canadian businesses still don’t have a website,” said Byron Holland, president and CEO of CIRA. “These businesses are missing out on economic advantages that the web offers, and if they don’t have a dot-ca domain, they are missing out on potential customers as well. Our goal with this campaign is to break through the noise with some over-the-top humour, and demonstrate the value of a dot-ca domain for Canadian businesses.”

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