RBC Wealth Management has launched its first ever national ad campaign, the company announced.
“We have the best advisors in the business and a great story to tell, but we haven’t told it. It’s time for more people to get to know us,” said Michael Armstrong, the CEO of RBC Wealth Management in the U.S., in a statement.
The Minneapolis-based firm’s advertising campaign includes marketing on social media platforms like Facebook; displays in online mediums such as Time, Vanity Fair, Forbes, and the Wall Street Journal; search engine marketing; outdoor placements such as billboards, and in the airports and transit centers in California, New York City, Washington, D.C., Minneapolis and Dallas.
Later this year, RBC plans to use its advisors in select markets to personalize the campaign by sharing their RBC Wealth Management story.
“This campaign is an investment not only in our brand, but also in the businesses of more than 1,800 financial advisors across the country,” said Tom Sagissor, the president of RBC Wealth Management in the U.S., in a statement. “We want to make sure when they sit down with a new client—or a potential recruit—the conversation isn’t about establishing who RBC Wealth Management is in the U.S., it’s about what a strong and trusted company like RBC Wealth Management can do for them.”
RBC is using the tagline, “strengthening your financial security,” to appeal to investors looking for a financial institution to trust, according to Sean Kellenberger, the company’s head of brand, marketing and digital strategies.
RBC Wealth Management is a subsidiary of RBC Capital Markets and has $353 billion in assets under management. The company, which was formerly known as Dain Rauscher, was acquired by the Royal Bank of Canada in 2001. It was rebranded as RBC Wealth Management in 2008.