Not since The Beatles stormed into North America in the 1960s has a concert tour generated so much excitement, and RBC has signed a deal to be there when Taylor Swift comes to Toronto this fall.

Last week, Swift added new dates to her Eras Tour, answering repeated calls from fans for Canadian tour dates. The pop superstar will play six shows at Toronto’s Rogers Centre in November, with tickets going on sale this Wednesday.

RBC is the first brand sponsor to jump on the tour bus as the official financial services partner and an official ticket access partner.

Shannon Cole, VP of brand marketing at RBC, says the first phase of the promotion around the tour is already underway, with Avion Rewards members having access to an exclusive allotment of tickets. Once the sales window ends at midnight tonight, the bank plans to shift focus on activations to take place between now and when the shows take place in November.

“That’s quite a bit of a longer lead time,” Cole says. “We plan to have a lot of activation opportunities, a lot of opportunities for our Avion Rewards members through our music platform
RBCxMusic. That’s a nice natural extension for us because we’ve got a bit of a long-standing commitment to music and providing access to experiences.”

Activations will include social efforts on Instagram, Facebook and LinkedIn, as well as creative executions and a strategy on TikTok that will involve seven lifestyle influencers. RBC quickly set up its involvement with the high-demand tour with the help of its in-house capabilities, its creative agencies and experiential agency Salt XC.

Featured image by Ronald Woan.