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

CIRA is sending in the law enforcement, the “€œEh 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 “€œDon’€™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. “€œThese 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 Sergeant: He’€™s not just a “€œby the book” type, he wrote the book.
  • The Rookie: What he lacks in experience he makes up for in knee-high socks.
  • 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 Vet: He retires in two days. Hopefully we can wrap this up by then.
CIRA’s Don’t Be A Traitor advertisement

“€œ.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. “œOur 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.