RBC is one of Canada’s largest banks and leading diversified financial services companies. RBC supports many social and community initiatives including sponsorship of Free The Children’s We Create Change tour and Me to We Day.
RBC approached BuzzPR to increase its media presence within the star-studded Free The Children’s We Create Change tour finale, by creating awareness around the personal story of Avery Skog, RBCs child ambassador for the FTC event. RBC wanted to ensure the Skog family received a memorable ‘VIP’ visit in Toronto.
BuzzPR planned and executed a Toronto-based media tour with Avery Skog and his father Darren during their two days in Toronto for Free the Children’s We Create Change campaign finale. The media tour included interviews on Breakfast Television Toronto, Global Morning Show, a speaking engagement at a Me to We Club at a local school, and a kid’s press conference covered by CTV news. The Skog family had a “life-changing” trip in Toronto, through the media tour and VIP experience visiting key Toronto attractions. Avery Skog’s videos on the RBC youtube channel experienced a major jump in views as a result.