NEWS // Industry

August 16, 2005 - CIRA picks Fuse to market dot-ca

The Canadian Internet Registration Authority has picked Fuse Marketing Group Inc. to develop new marketing strategy.

Fuse won the account after a competitive review and will work on the strategy to launch next year.

CIRAis the not-for-profit agency that manages the dot-ca Internet domain, and is responsible for setting policy and managing the dot-ca Internet domain name registry, as well as registering domain names through its network of certified registrars.

CIRA posted an RFP in June, and shortlisted six agencies, said Gabriel Ahad, director of communications at Ottawa-based CIRA.

Fuse got the nod for the project, valued at $60,000 for 2006, because their leaders seemed to have the best understanding of CIRA’s current position, as well as where the authority wants to go and how to get there, he said.

“The key product that we are marketing is a product slash service, and that is the dot-ca registration,” he said.

The objective is to make dot-ca the first choice for any Canadian or Canadian organization registering for a web domain. “Ultimately we’d like to have parity with dot-com, which is just under one million (Canadian registrations) today.”

There are 568,000 dot-ca registrations but the gap has been getting smaller and smaller, he said.

Adrian Capobianco, who was recently hired as vice president, interactive at Fuse, said the CIRAdeal helps the agency to continue to develop its interactive practice.

– David Brown, Marketing Magazine


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