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We quickly determined what was missing were those “money can’t buy” brand experiences beyond the red carpet that would WOW the bank’s key stakeholders with VIP client service and drive earned media coverage.
The concept… RBC House - media junket spot by day and hot spot by night. Over the first, critical five days of TIFF, we pulled out the stops with post-screening parties (nine to be exact) with celebrity talents like Bryan Cranston, Andrew Garfield, Javier Bardem, Claire Foy and Elle Fanning to name a few; a killer RBCxMusic party with Canadian faves, Arkells and an intimate lunch to honour Roger Ebert hosted by TIFF Creative Director Cameron Bailey.
The program delivered on KPIs, generating more than 40 million earned media impressions and surpassed RBC’s executives’ hosting expectations delivering that “money can’t buy” proprietary brand experience. In 2018, RBC is expanding its efforts at RBC House including two more RBCxMusic events and a daytime panel program Coffee with Creators in partnership with (mint client) Nespresso.