RBC

Home Ownership Poll

CHALLENGE:

The spring home buying season is a critical period for financial institutions and one where every major bank, along with numerous other organizations, release their own data on the real estate market.

In 2019, market research projected a softer home buying season. Given the combination of a highly competitive and crowded mortgage space and the potential for a quieter
spring season, positioning RBC as a leader and trusted partner among potential home buyers was vital.

With the goal of helping drive key business outcomes, Paradigm was tasked with delivering a media relations campaign that generated a high volume of media coverage.

SOLUTION:

Awareness and advice are often the first steps in driving consideration when choosing a mortgage and RBC’s Home Ownership Poll was an important way for the bank to share advice with consumers via media coverage.

To set the bank apart from competitors, Paradigm worked to ensure RBC was first-to-market with a compelling media relations campaign that put the latest trends and data in the hands of media across Canada.

Regional pitches and a Quebec-specific release featuring provincial data was leveraged to further pique media interest. Embargoed pitching and interviews ensured a strong start to media coverage and provided opportunities for RBC spokespeople.

RESULTS:

The 2019 campaign reinforced RBC’s leadership among financial institutions in the real estate space with a 370% increase in stories and a 247% increase in impressions over the previous year.

Quebec-specific stories increased by 550%. Coverage and interviews were secured in top-tier publications across Canada, including outlets such as Toronto Star, CBC Radio One (National), lesaffaires.com, Bloomberg and Calgary Herald.

The media relations campaign was not only the most successful to date for the home equity financing team, but similar releases from competing financial institutions only received a fraction of the coverage.