Royal Bank of Canada creates a very private splash in the UK

Royal Bank of Canada creates a very private splash in the UK

Royal Bank of Canada

Brief

In 1994 we were invited to launch Royal Bank of Canada Global Private Banking – a completely new player – onto the London market. At the time, the market was dominated by established names like Coutts and Flemings.

Solution

We devised an integrated campaign including a meet-the-press programme and an innovative ‘test-drive’ for journalists. Quarterly market reports were distributed in five languages throughout Europe, the Middle East, South Africa, South America and the UK, with peer agencies handling North America and the Far East.
 

Outcome

Royal Bank of Canada Global Private Banking greatly increased in profile among intermediaries and high net worth clients. The firm has subsequently become a major presence in international wealth management.