RBC begins Olympic campaign
By Derek Winkler
RBC has begun a campaign tied to its sponsorship of the Canadian Olympic Committee. The campaign consists of television, streaming video and social media advertising that will run during the Milano Cortina Olympics Games. The creative is intended to communicate that RBC is “the right financial partner to help Canadians make their ideas happen, whatever they are.” Two executions feature athletes who have participated in the company’s RBC Training Ground program: freestyle aerial skier Marion Thenault and bobsleigher Mike Evelyn. Two other executions feature hockey players Sarah Nurse and Marie Philip Poulin.
In addition, RBC will be the title sponsor of CBC television program RBC Olympic Games Primetime. It will also run a segment called RBC Spotlight, focusing on the personal stories of athletes. The campaign was developed by Battery, with media work from Initiative and public relations support from Stellick.