RBC Royal Bank won the rights to be the national presenting partner of the 2010 Vancouver Games Olympic Torch Relay. A multi-faceted 18 month campaign was created to encourage the active participation of every Canadian in the once in a lifetime experience of the longest torch relay in Olympic history. We developed the campaign idea: “Create a better Canada” which encouraged Canadians to pledge to do something big or small in their daily lives to help create a better Canada and by doing so, earn a chance to carry the Olympic Torch.

December 2008 – launched interactive website and mass awareness campaign (TV, print, online. POS) to encourage Canadians to make a pledge online to “Create a better Canada” and earn a chance to carry the Olympic torch.March 2009 – launched a national school program and “Olympic values” curriculum that enabled tens of thousands of Canadian students to make a classroom pledge to “Create a better Canada” and earn one of 25 school team torch spots.October 2009, torch relay begins – launched mass campaign (TV,print, online, OOH, POS) to celebrate Canadian torchbearers and drive participation in Olympic Torch Relay celebrations occurring over 100 days in 200 Canadian communities from coast to coast. Developed torch celebration “Create A Better Canada” experience, including interactive exhibits that provided suggestions to Canadians on ways to lessen their carbon footprint and increase their positive civic footprint.

The campaign attracted national attention and garnered positive media coverage. It also achieved significant results on several client metrics: - RBC moved from #5 to #1 most recognized Olympic sponsor in Canada over the course of 2009- post Olympic games, RBC achieved highest brand equity score ever- Canadians who saw and linked RBC torch relay advertising were significantly more likely to name RBC as “a company that believes in supporting Canadian pride”- RBC total ad awareness achieved historical high