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RBC breaks Olympic campaign

RBC has begun a new Olympic-themed advertising campaign. The campaign features five athletes who joined the Canadian after participating in RBC's Training Ground program. The ads include an execution focusing on the program itself, one depicting an athlete switching events from gymnastics to skiing, and a third depicting a track and football athlete becoming a bobsledder. The campaign also includes the return of RBC Spotlight, a CBC daily broadcast segment featuring interviews with approximately 20 RBC-affiliated athletes in Beijing. RBC Training Ground is a national talent identification program intended to find and fund future Olympic competitors.

"We are thrilled to launch year seven of RBC Training Ground in our 75th year as a long-standing partner of the Canadian Olympic team," said Mary DePaoli, chief marketing officer at RBC. "What began as an idea in 2016, has since become a cornerstone in championing the dreams of young people and developing the next generation of Team Canada. Building off the incredible success of Tokyo 2020, we look forward to supporting the RBC Olympians and RBC Training Ground athletes competing in Beijing 2022, and continuing to discover new athletes with Olympic potential."

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