CBC conducts Get Curious campaign
By Derek Winkler
Public broadcaster CBC has begun a marketing campaign called “Get Curious.” Developed by Juniper Park TBWA, the national campaign promotes the broadcaster’s range of programming with an appeal to the curiosity of consumers. It consists of television commercials, online videos, out-of-home ads, digital ads, social media content and search engine marketing. Media work is being handled by Initiative.
“Rooted deeply in Canadian truths, this next phase of our brand campaign is driven by the understanding that millennial Canadians are naturally curious and interested,” said Maya Kane, executive director of marketing and communications at CBC. “The playful themes featured in ‘Get Curious’ showcase CBC in a new light and reinforce how the full range of our content offering is a culturally relevant part of today’s Canada.”