Professional accountants hit the big leagues

The Chartered Professional Accountants of Canada are promoting the new CPA designation with a multi-platform campaign that likens accountants to pro athletes.
CPA Canada

The accounting world has launched a campaign to introduce its new Chartered Professional Accountant (CPA) designation – a title that unifies chartered accountants, certified general accountants and certified management accountants under a single organization.

With media and English creative by One Advertising, and French creative by Montreal-based Reservoir, the campaign, which features the tagline “The professionals are turning pro,” is targeted at adults above the age of 18 and the business community. It relies on 10-second TV spots that will air on conventional and specialty channels like CBC, CTV, Canal D and BNN, and liken CPAs to sports stars, depicting them preparing for the big “game” and facing media scrums.

The national campaign is supported by print ads in the Globe and Mail, the National Post, the Vancouver Sun and La Presse, digital spots on the websites for Moneysense and Canadian Business, OOH ads in major airports, including Toronto’s Pearson International Airport and a microsite.

Heather Whyte, VP of strategic communications, branding and public affairs, Chartered Professional Accountants of Canada, tells MiC that the campaign, which has a national spend of about $5 million, is both the first initiative to raise awareness for the new CPA designation, and the first campaign that any accounting organization has run in the past two years since the new designation was created.

She says that TV will continue to be the driver of the campaign as CPA Canada shifts its strategy from promoting awareness of the organization to informing the public about what CPAs do with 30-second spots that will roll out in the coming weeks.

The campaign will be in market in various flights until March 2014.