RBC launched Canada’s first Black Visa card with benefits and services that cater to the high net worth clients of private bankers. With no public launch or mass advertising planned, our strategy focused on providing private bankers with the tools they needed to sell the RBC Visa Infinite member experience directly to their clients.

Introducing the idea of Infinite Possibilities, we demonstrated the Visa Infinite member experience through scenarios brought to life using member numbers. Your seat number at the Paris Opera House, arranged through your private concierge. The hour the bell tower chimes while passing the night away in an Italian Piazza. The altitude where you’re standing, arms outstretched, at a waterfalls edge overlooking the Serengeti plains. The Par 3 hole you’re preparing to tee off from at the famous Nicklaus North Golf Club.

We created an elegant welcome package for private bankers to share with their clients. The welcome package contained a personalized letter, benefits guide and pre-approved credit cards. Clients were encouraged to activate their accounts by calling an exclusive toll-free number.

Production techniques such as die-cuts, foiling, metallic inks, embossing and spot gloss varnishes were used to reinforce the level of prestige and luxury of the RBC Visa Infinite card.

Member acquisitions targets for Year 1 were achieved within 60 days of launch.