Founded more than 150 years ago, Royal Bank of Canada (RBC) is the largest bank in Canada and one of the largest in the world. As part of a brand repositioning, the company updated its rewards program (RBC Rewards) and added new features. In addition to a host of existing benefits, the program would now have tiers of membership as well as a personalized shopping companion designed to provide users a curated path to the greatest value and savings possible. As a long-time client, they turned to Catchword for advice on how to structure the tier naming and to develop names for the tiers and the shopping app and a special term for program members. We recommended RBC leverage its existing equity in Avion (the name of its prestige credit card) for the program, which launched in 2022.
