RBC enters into three-year Corus partnership

The financial institution has positioned itself with the stars of Bryan Inc. in order to appeal to a broad audience.
Bryan Inc

The Royal Bank of Canada has embarked on a three-year relationship with Corus Entertainment to market its products and services to Canadian families.

The partnership went live Jan. 14 with the second-season premiere of HGTV Canada’s Bryan Inc. starring home reno gurus Bryan and Sarah Baeumler.

RBC will be integrated into Bryan Inc. throughout the rest of the season, with financial experts from the bank offering advice on subjects such as budgeting for home renovations and growing a business.

The same night, the RBC Home Someday Contest launched. Canadians can enter the contest on the HGTV website, where they’ll be invited to share a story about their home (perhaps how they bought their first property, renovated a home or paid off a mortgage). One winner will receive $25,000 and a personal home consultation with the Baeumlers, while two secondary winners will be awarded $10,000. The contest is open until Feb. 28 and will be promoted across Corus’s TV and digital properties, as well as RBC’s owned and operated media.

The integration was facilitated with the help of Initiative.

Lynn Chambers, VP of Corus Tempo (Corus’ brand marketing arm) told MiC the network is currently looking for ways to integrate RBC into another upcoming Baeumler show Island of Bryan. The Baeumler brand has been a major winner for Corus (Bryan Inc.’s first season premiere attracted an AMA of 481,000, the highest premiere for HGTV Canada in five years) and Chambers said it was an ideal fit for a client such as RBC.

“We find that they’re very aspirational talent in terms of what people are doing with their lives,” she said. “They are talent that we thought was very much aligned with RBC’s values.”

She said the integrations, as well as the contest, were designed to appeal to a broad demographic and people at various life stages.

Jennifer Howard, VP of marketing for Canadian banking at RBC, said there is potential going forward to create even more diverse partnerships. “We’re really excited about how to use this to support different parts of the business going forward,” she said. “Content might fit naturally into credit carts, mortgages, business needs… we can easily integrate our story with theirs.”