RBC debuts Olympic campaign
RBC of Toronto has launched a new brand program called “Ideas Happen Here” that will debut during the bank’s marketing campaign tied to the Tokyo 2020 Olympic Games. According to the company, the branding is intended to highlight “the power of people and their ideas,” and RBC's role in harnessing them on behalf of its customers. The branding will encompass a variety of programs including the RBC Training Ground, which supports new athletes that could be future Olympians. RBC is providing support to 25 Canadian Olympic athletes, including eight former participants in the Training Ground program. According to the company, this will be the first time that RBC Training Ground athletes will compete in an Olympic Games.
The marketing campaign will include ads depicting the RBC Training Ground as well as various RBC products and services. The ads will run on broadcast outlets, digital properties and social media sites. RBC will also conduct a content series called “RBC Spotlight” in collaboration with CBC. Another element is an audio presentation intended to recreate the experience of attending the games. The audio will be available on Spotify and promoted via social media. Additional components will include online videos with BuzzFeed Canada, as well as Snapchat, Instagram and Facebook content, and influencer activities.
“RBC's new brand platform embodies our relentless pursuit of ideas that inspire us to challenge standards and introduce offerings that go beyond banking,” said Neil McLaughlin, group head of personal and commercial banking at RBC. “It also reflects our commitment to making bold investments and establishing strategic partnerships, all while fostering an innovative culture. This aligns with the aspirations we see brought to life in the incredible roster of RBC Olympians and RBC Training Ground athletes who we are proud and excited to cheer on during the Tokyo 2020 Olympic Games.”