GOVERNMENT MAKES NEW PITCH FOR NEW BONDS
By Adnews Staff
The venerable Canada Savings Bond goes on sale again October 5, but with some new twists. Canada Investment and Savings, the government agency responsible for the bonds, has launched an ad campaign to promote the idea of the New Canada Savings Bonds. For the first time, two different types of bond will be on sale simultaneously: the original Canada Savings Bond, which offers a lower rate of interest but which may be cashed at any time, and a new Canada Premium Bond, which offers a higher interest rate but which may only be cashed one month out of the year. In addition, the bonds will be on sale for a full six months. Advertising for the bonds began this month with rate-free ads in magazines including Chatelaine, Maclean's and Modern Woman. Television advertising begins on September 24, while newspaper ads will begin appearing in October. The ads will run until March. The creative is described by Paul Bailey, vice-president of marketing at CI&S, as a celebration of Canada and the Canadian value of hard work. The bonds are pitched as a good place to put the part of your portfolio which you want to make 100% secure. The campaign was created by CI&S's agency of record, Vickers and Benson of Toronto. Goodman Communications of Toronto is handling PR.