Altamira breaks new retirement campaign
By Adnews Staff
Toronto-based Altamira Investment Services began a campaign this week called, “Is working part of your retirement plan?” The initiative, developed by Yield of Toronto, encourages baby boomers to invest in an RRSP. The campaign includes print, radio, online and out-of-home advertising, along with newsletters, inserts and in-branch materials. The creative depicts senior citizens working basic jobs such as fast food trainee and retail sales clerk. “The creative trades on the irony that you can work your whole life just to wind up back in your first job,” said Lisa Lewis, vice-president of client services at Yield. “We believe that the campaign will serve as a wake up call. Planning for your future isn't just about achieving a certain number that you believe will see you through. It's about having the choice to enter retirement on your own terms, whether you choose to keep on working or not.”