RBC Training Ground
RBC Training Ground is the Canadian Olympic Committee’s national talent search.
Due to the pandemic, the program switched from live, combine style events to an entirely virtual format. Any athlete with an internet connection would now be able to be assessed by Team Canada talent scouts.
As the program’s long-term strategic communications lead, SMC was tasked with communicating this change through spokespeople, partner and non-partner earned media storytelling.
The strategy surpassed every program goal, resulting in 263 stories with a reach of 213.6 million and an ad equivalency/publicity value of $338,500.00.