Grand & Toy is launching an advertising campaign to debut its new B-to-B focus to the public, with 10-second ads running during the Olympic broadcast.

B-to-B solutions now make up about 90% of the company’s business, the result of the last three years of restructuring, says Kevin Edwards, VP marketing at Grand & Toy.

The rebranding marketing campaign, with the tagline ‘Be Better,’ debuts today. Developed by Extreme Group with media handled by Toronto-based AOR Media, the media strategy is designed to be simple, quick and direct in its messaging, Edwards tells MiC.

The buy includes 152 closed-captioning spots running on CTV, TSN, CBC and Sportsnet, 141 French spots on V, RDS and RIS, and print ads are appearing in the Globe and Mail and La Presse.

On the ground in Vancouver, Grand & Toy has also set up business centres in Yaletown and Granville that will open with free Wi-Fi to journalists covering the Olympics.

The campaign came together in about three months, says Edwards, and while the message of improvement meshes well with the spirit of the games, it was also a strategic move to try and reach as many people within their target as possible.

‘We aren’t talking to consumers – that’s really important. We’re reaching business leaders and decision makers and influencers within organizations,’ he says.