Ottawa, ON – September 14, 2022 – The wait is almost over for fans of the CBC hit show, Dragons’ Den! With the new season kicking off tomorrow, CIRA is unveiling its newest online business coach – none other than the infamous Canadian goose itself. The brand will debut its ‘Choose success, choose .CA’ campaign, with the launch of a 30-second commercial tomorrow night. And trust us, it will give you goosebumps!
On the heels of CIRA’s three-year “Make your website true north strong” advertising campaign, it was time to get wisdom from one of Canada’s iconic symbols. The Canadian goose with its persuasive look and its assertive honk will help entrepreneurs make the right choice when getting their business online. As 85% of Canadians say they prefer a .CA when supporting local businesses, this not-so-silly goose will accompany the next wave of entrepreneurs on their road to success to make sure they choose a local website domain.
Airing on September 15th at 8 p.m. ET on CBC and CBC Gem, the ad also debuts CIRA’s official sponsorship of season 17. This new light-hearted and humorous campaign plays on one of Canada’s most feared animals thanks to another collaboration with award-winning agencies: Giants & Gentlemen Advertising Inc., Push Media Inc. and Search Warrant.
The fully integrated ‘Choose success, choose .CA’ campaign will be rolled out on October 3rd via traditional and connected TV in the Greater Toronto, Vancouver and Montreal areas as well as social and digital platforms.