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Business Development Bank of Canada breaks new campaign

The Business Development Bank of Canada has begun a new advertising campaign called "You're not alone with BDC." The national campaign, developed by Cossette, is aimed primarily at entrepreneurs. It consists of three 30-second television commercials, accompanied by three 15-second online pre-roll videos as well as radio, out-of-home and digital advertising in English and French. The creative depicts moments in the lives of entrepreneurs. The campaign also includes a segment on CBC reality television program Dragon's Den in which experts from the bank will offer advice on entrepreneurship.

"Building on the success of our last campaign, we continue to illustrate BDC’s understanding of entrepreneurs, as the only bank exclusively devoted to them," said Michel Bergeron, senior vice-president of marketing and public affairs at the company. "Each ad takes place in a setting that entrepreneurs can relate to. We are glimpsing into their inner thoughts, underlining the challenges they often face, and showcasing the determination by which they overcome them. BDC is there to accompany them along their business journey so they never feel as though they're alone."

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