CIRA Jests With “Don’t Be A Traitor” Campaign, Challenging Canadians To Choose A .CA Domain


CIRA is sending in the law enforcement, the “Eh Team”, threatening Canadians who choose a .com or other top-level domain instead of their very own .ca in a humorous attempt to encourage more .ca domain name registrations.

It’s the Canadian ccTLD registry’s first ever broadcast
campaign, called “Don’t Be A Traitor”, and is hoping a little fun will help
educate Canadians as to the value of .ca domain names for Canadian businesses.

“Even today, it is estimated that more than 50 per cent 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 .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 .CA
domain for Canadian businesses.”

CIRA’s .CA Domain Squad is dogged in their efforts to help
Canadian business make the right choice to attract more customers to their
businesses with a .CA domain name. Their methods are at times extreme, but it’s
only because they care.

CIRA explains the .CA Domain Squad is comprised of:

  • The
    : He’s not just a “by the book” type, he wrote the book.
  • The
    : What he lacks in experience he makes up for in knee-high
  • The
    Loose Cannon
    : Rumour has it she once bought a poorly made juicer from
    a .com website. She has never been the same since.
  • The
    : He retires in two days. Hopefully we can wrap this up by then.

CIRA’s Don’t Be A Traitor advertisement

“.CA domain names help Canadian businesses attract more customers, enhance their brand, and they help support Canada’s internet,” said David Fowler, vice president, marketing and communications at CIRA. “Our goal with this campaign is to promote the value of .CA to support Canadian businesses. Using anything else is almost criminal.”

The commercial will air over broadcast television in the
Greater Toronto Area from 23 September until 17 November. It will also be featured
on streaming services and in cinemas in the Greater Toronto Area.

An integrated social media, search and content campaign
featuring the .CA Domain Squad will accompany the commercial.

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