CANADA INVESTMENT AND SAVINGS BEGINS ANNUAL CAMPAIGN
By Adnews Staff
Canada Investment and Savings has begun its 2001/2002 sales campaign for Canada Savings Bonds. The national six-month sales effort includes a 30-second television spot in English and French, print advertising in newspapers and magazines, online ads on large Web sites such as Sympatico and MSN and POS materials in financial institutions. The TV spot uses Canadian images intended to convey the security offered by Canada Savings Bonds. The print ads use a mix of brand and rate advertising. The online ads will promote the option of buying bonds via the Internet. The campaign describes Canada Savings Bonds as "The way to save. Guaranteed." The online sales component is being accompanied by a national online digital storytelling effort, produced in association with Bell Globemedia. "Tell Us Your CBS Story" invites Canadians to tell their own stories of how Canada Savings Bonds have touched their lives. The initiative runs from October 4 to November 30. Thirteen winners, one from each province and territory, will be awarded a $1,000 Canada Savings Bond. This year's campaign is also targeting a younger demographic. Black and white outdoor creative using the tagline "You can get there" depicts Canadians of varying ages thinking about financial goals such as a downtown loft, matching dishes and season tickets. These ads will run in Toronto's Union Station and Montreal's Central Station until December. Canada Investment and Savings will also continue use its youth-oriented interactive online game and contest, produced in association with YTV and Groupe TVA, to raise awareness about the importance of saving. Three 15-second TV spots will promote the contest on those two channels. Advertising for the campaign was done by Vickers and Benson Companies Ltd. of Toronto. Publicité Martin handled the POS and collateral materials. Goodman Communications handled the public relations, special events and development of the storytelling initiative.