Rather than throw the net wide, the marketers of Canada Savings Bonds are targeting risk-averse investors in an attempt to reel in funds tied up in other low-risk investment vehicles.

‘We’re not following the same strategy as in the past,’ says Paul Bailey, vice-president of marketing for Canada Investment and Savings, formerly the Canadian Retail Debt Agency under the Bank of Canada.

Rather than touting csbs to all Canadians, Bailey says this year’s campaign targets two groups: the over-55 and financially-comfortable Canadian interested in a secure savings vehicle, and the payroll-investing group – Canadians 30-plus who use csbs as a forced savings plan through payroll deductions.

As a rule, Canadians are a very conservative group of investors, says Bailey, adding that up to 60% of the average Canadian’s investment portfolio is taken up with low- to no-risk investments, such as gics or savings accounts. This is the niche that csbs should occupy, he says. ‘It’s the best place for cash.’

If a Canadian is looking for a secure investment with a fair return, the value of a csb far outweighs the value of other no-risk investments, he says.

The two tv spots, created by Toronto agency Vickers & Benson, show older Canadians involved in very unconservative pursuits.

In the first spot, an older woman, Marion Cain, rides a motorcycle while in the second, an older man, Ken Iwata, plays a fiddle in a band. With the tag lines ‘Marion’s in control’ and ‘Kenny’s in control,’ the spots emphasize that investing in csbs is not a mindless afterthought but instead a big part of each investor’s plan.

The print ads, which are appearing in daily and weekly newspapers across the country until Nov. 1, emphasize the security of the bonds. The copy details the 10-year rates, the minimum rate guarantee, the fact that csbs are redeemable at any time and emphasizes that there are no fees.

The media buy was handled by Genesis Media of Toronto. Although Bailey declined to reveal this year’s ad budget, he does allow that it’s 32% less than last year’s sum of $6.6 million, which puts it at about $4.5 million.

Bailey says he’s not expecting miracles from this campaign. csbs have been criticized by investors over the last several years because, as investment vehicles, they made little sense – the payoff was inconsequential compared to almost any other vehicle, such as mutual funds. In fact, there was a 40% decline in csb purchases between 1994 and 1995, says Bailey.

The intention of the current campaign is to hold onto the seven million csb buyers across the country, says Bailey. ‘We just want to stop the bleeding.’