RBC Wealth Management Launches US Advertising Campaign

Robbie Lawther

7 September 2018

RBC Wealth Management has launched its first ever national advertising campaign in the US, which will continue through 2019. This comes at a time when the firm has been expanding across the states over the past few years with a number of hires from its competitors, this publication has reported.

The multi-million dollar campaign will focus on wealth planning for investors and potential investors throughout all stages of their lives. It is built around the tagline “strengthening your financial security”, it said in a statement.

The campaign is designed to appeal to those investors who seek stability and security for their financial futures. It will also advertise RBC Wealth Management’s partnership with City National Bank to highlight the services that the firm offers.

It will use a variety of media including Facebook, search engine marketing, and a small number of outdoor placements such as signage on billboards in high-traffic areas, airports and transit centers in Northern and Southern California, New York, Washington DC, Minneapolis/St. Paul, and Dallas/Fort Worth.

“Our research has confirmed that trust and financial security are among the most important factors to US investors,” said Sean Kellenberger, head of brand, marketing and digital strategies at RBC Wealth Management-US. “This campaign addresses those needs with direct language and creates an important emotional connection as well.”

This publication reported in July that RBC Wealth Management had launched a US-based practice management program for individual advisors and teams who want to grow business and improve their work-life balance and business development.