CANON CANADA LAUNCHES NEW BRAND CAMPAIGN, "BECAUSE IT COUNTS"

MISSISSAUGA, ON, Feb. 14 /CNW/ - Today, Canon Canada is launching a national print and broadcast campaign, developed with JWT Canada that is uniquely Canadian - for Canadians by Canadians. The campaign, with additional online elements to be incorporated in the next several months, aims to deepen Canon Canada's emotional connection with its consumers through the telling of important shared moments in life.

"The campaign shows how Canon products really deliver for Canadians in the most important times and situations," said Tony Pigott, President and CEO of JWT Canada. "The new tagline, 'Because It Counts,' emphasizes Canon's already strong reputation for quality products and affirms that for the moments that really matter in life, Canadians can trust and rely on the quality of Canon products."

JWT Canada undertook strategic sessions with the various business units, which resulted in the notion that people need and want Canon imaging products when the output really counts; be that a photo of your child's graduation, a retina camera that can detect early warning signs of diabetes or print-outs for an important client presentation. The campaign takes the focus off the product attributes and shines a light on the people who use Canon products.

Recent brand research revealed that the vast majority of Canadians know Canon as a leading camera manufacturer but they were not as likely to know Canon as a leader in digital imaging solutions, including office equipment and medical systems.

"Our research found that we have a great opportunity to deepen the connection and engage our customers on multiple platforms," said Colleen Ryan, Senior Director of Corporate Communications and General and Environmental Affairs at Canon Canada. "Ultimately, when your image counts, you can count on Canon to deliver excellent results."

To see the new Canon brand TV commercial, please visit www.canon.ca/branding

About Canon Canada Inc.

Headquartered in Mississauga, Ontario, the company employs 1,200 people at its offices nation-wide, servicing the Canadian market from coast to coast. Innovation and cutting-edge technology have been essential ingredients in Canon's success. Canon's leadership in digital imaging, optical and document management technology and solutions is based in large part on the thousands of patents the company has secured throughout its history. Canon Inc. is among the top four US patent recipients.

The company's comprehensive product line includes networked multifunction devices; digital copiers (colour and black and white); printers, scanners, image filing systems and facsimile machines; calculators, digital camcorders, digital and analogue cameras and lenses; medical imaging and optical devices, semiconductor, broadcast and other specialized industrial products.

Canon supports programs that help preserve and protect the environment. The company instituted the Clean Earth Campaign in 1990, which assists various environmental and recycling initiatives. The Campaign has also supported leading environmental organizations, such as World Wildlife Fund - Canada and the Canon Envirothon.

For more information, visit www.canon.ca

SOURCE Canon Canada Inc.

For further information:

Wayne Doyle
Senior Manager, Corporate Communications
Canon Canada Inc.
(905) 565-4598
wdoyle@canada.canon.com

April Brown
High Road Communications on behalf of Canon Canada
(416) 644-1793
april.brown@highroad.com

Profil de l'entreprise

Canon Canada Inc.

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