.ca domain begins first brand campaign in French

Canadian Internet Registration Authority (CIRA) has launched a new brand campaign for .ca domain names. Brand campaigns by a registry for its domain name is not unique. However, this would be the first time CIRA launches a brand campaign in French.

A question as to why would CIRA do so? No, this branding is not intended towards France. Rather, it is intended towards the residents of the Canadian province of Quebec. 

Quebec is a French speaking province of Canada and is also the only one. More than 70% of the population speaks French. In fact the provincial government uses French language for official duties, rather than English.

Hence to promote .ca domain names in the region, the campaign was launched. The campaign reads, ‘Quand c’est .ca, c’est local’ (When it’s .ca, it’s local).

The campaign aims to establish the .ca domain names as the local brand for the Francophile region. This aims to weed out any possible competitors of .ca, be it .com or even .fr. 

Discussion

  1. David Blake Avatar
    David Blake

    CIRA manages the .CA top-level domain on behalf of all Canadians. It also develops technologies and services—such as CIRA DNS Firewall and CIRA Canadian Shield—that help support its goal of building a better online Canada. The CIRA team operates one of the fastest-growing country code top-level domains (ccTLD), a high-performance global DNS network, and one of the world’s most advanced back-end registry solutions.

    Reply
  2. Mark Beck Avatar
    Mark Beck

    This ad campaign aims to help entrepreneurs make the right decision to reach their audience. Customers who want to support their favourite brands are on the lookout for the ones with a .CA domain as it signals they offer their services locally. With a clear and direct message, the brand’s first dedicated initiative in Francophone Quebec shows that .CA is the perfect fit for business owners who want to be recognized as local and attract local customers.

    Reply

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