RBC Canadian Open begins Summers Open campaign
The RBC Canadian Open golf tournament has begun a new campaign called “Summers Open.” The campaign is intended to appeal to a wider demographic and to expand public perception of the event to include golf, food and music. This year’s RBC Canadian Open, which will take place in Hamilton, ON from June 3 to 9, will include new attractions such as a concert series and a culinary area. The new positioning and its supporting campaign was developed by Field Day of Toronto.
“It’s been a long winter, and Canadians are more than ready to get outside and enjoy the sun and warmth,” said Andrew Arntfield, president of Field Day. “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 open for business.”