RBC Canadian Open

The Situation

Tiger Woods, Greg Norman, Lee Trevino, and Dustin Johnson are just a few of the names etched on the RBC Canadian Open trophy. The premiere Canadian golf event has a storied past. For 2019, Golf Canada, the tournament organizer along with title sponsor RBC, had a new vision – one that encompassed golf, food and music, expanding the Open’s appeal to a wider demographic as a kick-off event to summer.

“We wanted to create a festival-type event that people want to be part of every year,” says Bryan Crawford, Tournament Director of the RBC Canadian Open. “It’s about more than just the world class golf, it has something for everybody. The RBC Canadian Open provides an affordable and fun entertainment option that delivers excitement both on the fairway and beyond.”

New on-site attractions include the RBCxMusic Concert Series featuring Florida Georgia Line and The Glorious Sons, and the “Hamilton Fare Way”, a culinary showcase highlighting the best of local Hamilton cuisine.

Golf Canada contracted Field Day Inc. as their creative agency to bring the new vision to life and to develop a new campaign for the 2019 RBC Canadian Open.

The Strategy

Golf Canada looked to Field Day Inc. because of their track record in marketing events and destinations. Field Day has been the Creative Agency for the Canadian National Exhibition for the past 14 seasons and has developed positioning and creative campaigns for the Toronto Raptors, Toronto Maple Leafs, Rogers Cup, the Grand Slam of Curling, Anaheim Ducks and numerous other sports organizations and events.

The result: Field Day delivered a campaign that embodied the festival experience with a fresh new look and positioning, including a new tagline. “Summer’s Open”.

“It’s been a long winter, and Canadians are more than ready to get outside and enjoy the sun and warmth,” says Field Day President, Andrew Arntfield. “Our new tagline speaks to that need. The new dates in early June make the RBC Canadian Open the harbinger of summer in Canada. The RBC Canadian Open is our first opportunity to get outside and revel in all the summer has to offer. With its arrival, the summer festival season is truly open for business.”

The result? Attendance was up 65 percent over 2018, regular ticket sales were up 300 percent over 2018, and sales of hospitality was up nearly 200 percent over 2018!

What We Did:

Campaign Theme, Tagline & Messaging

• "Summer's Open" theme and tagline
• Secondary messaging

Creative Concept

• Development of overall look and feel
• Creation of key campaign elements

In-house TV production

• Script and production of 30-second TV commercial