Giving an amateur sporting event the Olympic treatment.

To get RBC the recognition, advocacy and pro-athlete polish they craved on a national scale – and a shoe-string budget – we took a page from the pro sports events our young athletes follow on tv.

With every touch point designed to generate content that can be captured by athletes, their mentors, their fans, and of course, CBC, we launched the first-ever Training Ground National Finals. A bigger, better, epicer event that invited 100 of Canada’s top-performing young athletes to come together on the path to greatness. Best of all, the event helped make some Olympic dreams a reality, with 33 competitors earning funding from a National Sports Organization.