RBC Avion

RBC Avion

Building Always-On Travel Inspiration Through Influencer Storytelling

One of Canada’s largest banks and global financial services companies, RBC is also an industry leader for digital innovation. BlueSky collaborates with RBC on a wide variety of projects across various business lines, blending internal communications and PR with a mix of content design, video production, influencer campaigns, social media and branded events.

 

The Challenge

For many Canadians, travel inspiration now starts on social media – where creators shape how destinations, experiences, and brands are discovered. But in a crowded rewards landscape, those benefits needed to be communicated through compelling storytelling that could capture attention and inspire action. RBC needed to bring the brand to life across social media channels and RBC-owned platforms, build awareness among prospective cardholders, and showcase the value of Avion rewards through unique content.

 

The Strategy – What BlueSky Did

BlueSky developed an integrated influencer strategy designed to deliver a steady stream of authentic travel content across creator channels and RBC’s owned platforms.

We partnered with diverse travel creators whose unique perspectives–from adventure and culture to luxury and everyday travel–could resonate with different audience segments. By combining organic storytelling with a carefully planned paid amplification strategy, the campaign ensured Avion content reached both engaged communities and broader mass audiences.

Through close collaboration with creators, we ensured each piece aligned with RBC’s brand standards while maintaining the authenticity audiences expect from influencer storytelling.

 

The Result

Careful planning and hands-on management resulted in well-produced, authentic, on-brand content that resonated with target audiences, delivering high impact and cost-effective results. Organic performance across all creators exceeded industry and RBC benchmarks, with an average engagement rate by impressions (ERI) of 9.3%.

 

The Impact

The program helped position RBC Avion as a brand that inspires travel, not just rewards it. Through authentic creator storytelling and a sustained influencer strategy, BlueSky helped RBC reach new audiences, strengthen awareness of Avion benefits, and build a scalable content engine for ongoing digital engagement.

Content Development

Effective, creative content is at the core of what we do. From B2B and B2C, our expertise spans article writing and storytelling, editorial planning, key messaging, video production and more. And we help ensure that your content gets seen. We amplify your brand’s story through an integrated, custom content strategy across digital, print, social and broadcast channels. We maximize owned, earned and paid media to amplify your message, making sure it gets in front of the right audience to drive the results you want.

VIEW OUR WORK

Corporate Communications

An integral part of any business, your brand reputation and corporate communication sets the tone with the public, your clients, employees and stakeholders – and we make sure you get the tone right. BlueSky helps you understand what matters to your audiences – both external and internal – and develops meaningful programs that resonate. We help clients with crisis and issues management, employee and executive communications, community relations and corporate social responsibility (CSR). Whether it’s a workplace fundraiser event, an annual report, infographics, HR video or speechwriting, we help you share your message with relevant stakeholders.

VIEW OUR WORK

Social Media

Social media demands an always on, two-way communication, transparency, and authentic interaction. More importantly, it demands strategy. We’ve managed social communities, developed social media guidelines and created engaging, impactful content, whether a short Instagram caption or long-form executive-published posts on LinkedIn. Through social listening tools and insights, we can make sure you’re talking about what matters most to your audience, and that your online and traditional PR efforts are integrated seamlessly and effectively.

VIEW OUR WORK

Public Affairs & Advocacy

Our in-depth experience providing integrated government relations, public affairs and strategic communications tailored to your needs helps our clients navigate the public policy process in order to successfully achieve central objectives. We work with you to better position your priorities within the current political landscape to ensure you’re able to gain the ear of key decision-makers and reach your goals.

VIEW OUR WORK

Influencer Marketing

When it comes to social influencers it’s not about who has the biggest audience, but about engagement, trust and authentic connection. We leverage valued relationships with nano- to celebrity-level creators, working collaboratively to ensure they deliver quality content that resonates with your target audience and is on-point with your brand messaging. Our winning formula requires a thoughtful approach that combines the right people, the right content and the right distribution to maximize engagement and drive impact at scale. You’ll see the results in our campaign evaluations – supported by numbers that exceed industry average performance.

VIEW OUR WORK

Media Relations & Media Training

In an environment that is increasingly pay-to-play, earned media remains the holy grail of coverage for brand credibility. Over the years we’ve developed solid relationships with traditional and online media, and we know the elements of success for securing interest from trusted journalists at top-notch publications. We excel at crafting tailored, compelling stories that help keep your brand top-of-mind across print, broadcast and digital channels. You’ll see the results through our media measurement and reporting and assess your share of voice (SOV) among competitors.

VIEW OUR WORK