RBC begins Olympic campaign
By Rob Bale
RBC has begun a new campaign promoting its RBC Training Ground program. The program offers training support to aspiring Olympic athletes. The campaign highlights three athletes who have participated in the program. It was developed by Dentsu One. The campaign will run on CBC, Radio-Canada, Google, YouTube, Meta, TikTok, Snapchat and various RBC properties. RBC’s overall promotion related to the upcoming Paris Olympics includes the title sponsorship of CBC’s daily live coverage of the competition and content series RBC Spotlight.
“RBC Training Ground is now among the country’s single biggest Olympic recruitment and development programs,” said Shannon Cole, vice-president of brand marketing at RBC. “The cohort of RBC Training Ground graduates competing at the Paris 2024 Olympics demonstrates the power of this program and it’s incredible ability to fuel the pipeline to the Olympic podium.”