The Eras tour, which kicked off in the U.S. in March and will span at least two years, has become one of the most lucrative shows in history
TORONTO — Companies marketing themselves in connection with Taylor Swift's future swing through Toronto might feel an afterglow that outlives the pop star's handful of shows in the country — but such brands also face several risks in tying themselves to the hotly anticipated tour.
Days before announcing its ticket allocation, RBC opened up the Avion program to Canadians regardless of what company they bank with or hold credits cards with. QuestionPro estimated that if the current spending pace continues through the end of the tour, Swift will have generated an estimated US$5 billion in economic impact.
But Rogers said it wasn't until July, when chief executive Tony Staffieri saw the buzz around her shows and pleas from politicians, including Prime Minister Justin Trudeau, for the pop star to visit that the company got interested in bringing her tour to Canada. For Rogers, the connection may be as much about driving customers as it as it about goodwill. The company is still working to repair its public perception after a daylong outage last summer that garnered international headlines.Meanwhile, at RBC, there has long been an exclusive inventory of tickets to Live Nation Canada shows for customers, but the Avion tie-in is more unique.
However, RBC has already seen "incredible momentum and interest" from Avion members since the Swift promotion began, "significantly" accelerating plans to "create inimitable brand attachment," said Fiona Anderson, the bank's senior manager of brand communications.
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