Cbus has launched a new advertising campaign, which will attempt to encourage all Australians working in the construction, building and allied industries to select Cbus as their superannuation fund.
"The campaign is part of the ambitious Cbus Growth Strategy, which aims to boost Cbus' membership numbers by reaching further into its industry.
The Growth Strategy also looks to capitalise on the huge growth in construction supporting the mining boom," the industry fund said.
Cbus chief executive David Atkin said the campaign promoted Cbus as the fund of choice for Australians working within construction, building and allied industries, and would demonstrate the "unique understanding Cbus has of its industry".
"With around 40 per cent of blue collar workers Australia-wide currently a Cbus member, the campaign is an invitation to the remaining workforce to sign up to a low-cost, strong performing super fund dedicated to their industry," Atkin said.
"We want to appeal to the white collar workers in our industry by showing the collective range of occupations that make up the building, construction and allied industries, and help those workers identify with Cbus as the fund for all of 'us'."
Cbus has about $20 billion in funds under management and returned 8.9 per cent on average each year since it commenced.
The television campaign will run between November 2012 and February 2013.
