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Export Development Canada begins campaign

Crown corporation Export Development Canada has begun a new campaign called “The Export Impact.” Developed by McCann Montreal, the initiative is intended to highlight the benefits to Canadian companies when they diversify their export and trade activities. The campaign communicates the ways in which Export Development Canada can assist Canadian businesses in bringing their products to international markets. The national campaign consists of traditional media executions, social media content, online banners and search engine marketing. In addition, in Quebec, online publication LaPresse+ will host a game demonstrating how EDC can help Canadian businesses expand.

“[The campaign is intended] to motivate and inspire businesses to venture into new markets it was important to show them the benefits of doing so,” said Dave Roberts, executive creative director at McCann Montreal. “The split screen storytelling device used throughout the campaign was a perfect way to show them how their business could look before and after considering export as a growth option. Also, we dialed up the optimism and confident tone from the campaigns of the past few years, to reflect the new positive global outlook and further encourage businesses to act.”

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