S-3 Group is working with Canada’s DC embassy to review the effectiveness of its Connect2Canada online platform.

The firm will help the embassy better communicate its advocacy messaging as well as its other activities across social media platforms.

The goal of the digital strategy is to tell a cohesive story that leads to greater C2C brand awareness across the US and stimulates interest in Canadian affairs.

S-3’s agreement calls for it to reimagine the diplomacy outreach beyond the embassy to include Canadian business executives, celebrities and thought leaders.

The work began Feb. 1 and runs through April 22. S-3 will receive payment of $28K for its efforts.