RBC Avion Rewards
Financial services naming
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.