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
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:
Senior Manager, Corporate Communications
Canon Canada Inc.
High Road Communications on behalf of Canon Canada