When It’s .CA, It’s Local: The Power of Domain Identity for Québec Businesses

In today’s fast-paced digital world, your domain name is often the first interaction potential customers have with your business. It’s not just an address; it’s your online identity. And for businesses in Québec, there’s a domain choice that speaks volumes: .CA.

The Québec Connection

A recent survey conducted by Léger revealed a fascinating trend among Québecers. Two out of three residents in this vibrant province expressed a strong preference for websites with a .CA domain over the ubiquitous .com when they are looking to support a local business. This preference isn’t just about patriotism; it’s about trust and connection.

The Power of Local Identity

Choosing a .CA domain for your business is a statement that goes beyond mere words. It signals that you’re not just operating within the community; you’re part of it. When your web address ends in .CA, it’s a clear message to potential customers: “We’re local, just like you.”

CIRA’s Campaign: “Quand c’est .CA, c’est local”

Recognizing the significance of this local identity, the Canadian Internet Registration Authority (CIRA) has launched an engaging advertising campaign in Québec with the tagline “Quand c’est .CA, c’est local” (When it’s .CA, it’s local). This campaign is more than a marketing effort; it’s a movement aimed at reinforcing the sense of community and local pride. It encourages businesses to adopt .CA domains as a means of strengthening their connection with the people they serve.

Visual Storytelling

To bring this message to life, the campaign employs captivating video storytelling. The videos showcase local businesses in Montréal that proudly sport .CA domains. These videos are not just promotional; they are a celebration of local businesses and the vibrant community they contribute to. With quick visual cuts that transition from cafés to shops, and from coffee froth to reusable bags, the campaign captures the essence of urban vitality. It mimics the speed and ease of online shopping while highlighting the diversity and energy of local businesses.

The Human Element

At the heart of these videos is the human element, represented by local entrepreneurs like a young plumber who chooses a .CA domain, PlomberiePilon.ca, for his business. This personal touch illustrates how a .CA domain can impact and empower local businesses, making them more visible and accessible to their community. It’s a reminder that behind every .CA domain, there’s a passionate local business owner dedicated to serving their community.

Taking Action: “Choisissez.ca”

The campaign doesn’t just stop at storytelling; it concludes with a clear call-to-action: “Choisissez.ca” (Choose .CA). It’s an invitation for local businesses to make the switch and embrace a domain that reflects their commitment to their community. It’s a call to action that encourages businesses to strengthen their local identity, reach more customers, and build lasting relationships.

Campaign Impact

This eight-week campaign, running throughout October and November, is set to make a significant impact on Québec’s major online platforms, including La Presse, Cogeco, and Québecor Media. Its goal is to reach a wide audience and drive home the message that when you see a .CA domain, you’re undoubtedly looking at a local business. It aims to inspire both businesses and consumers to prioritize local connections, fostering a thriving ecosystem of local commerce.


In the digital age, every aspect of your online presence matters. Your domain name is your first handshake with potential customers. Choosing a .CA domain isn’t just about a web address; it’s about aligning your business with your local community’s values and preferences. It’s a powerful way to say, “When it’s .CA, it’s local.”

So, if you’re a Québec business looking to stand out online and connect with your community, consider the impact of a .CA domain. It’s more than a choice; it’s a statement of your commitment to the people and businesses that make Québec unique.

Make the choice. Make it local. Choose .CA.

Source: https://financialpost.com/globe-newswire/cira-inspires-quebec-businesses-to-embrace-locality-with-a-ca-domain-through-new-french-video-campaign


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