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RBC begins House of Ideas promotion

Toronto-based RBC has begun a promotion called the “RBCxMusic House of Ideas.” It takes the form of a gallery “celebrating the great ideas that make great live music,” which will be installed at a number of music festivals during the summer. The installation includes an elevated viewing deck, food and beverage service, interactive and social media sharing elements and prize giveaways. In addition, some events will incorporate a digital element that will make the festival grounds into an augmented reality scavenger hunt.

The effort began at the Escapade Music Festival in Ottawa on June 24. Additional events will include FVDED In The Park in Vancouver, Chasing Summer in Calgary, the Cavendish Beach Music Festival in Cavendish, PEI, the RBC Bluesfest in Ottawa and îLESONIQ in Montreal.

“We are incredibly excited to launch the summer festival season with RBCxMusic activations including ‘House of Ideas,’ our latest expression of RBC’s brand platform, ‘Ideas Happen Here,’” said Shannon Cole, vice president of brand marketing at RBC. “The collective excitement across the country around the return of live music is electric, and we can’t wait to engage and celebrate with clients and music fans this summer.”

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