Vancouver sparkled brighter than ever in the lead-up to Taylor Swift’s highly anticipated Eras Tour grand finale at BC Place Stadium from December 6–8, 2024. The hype was real, the energy was electric, and the entire city was engaged. From a sponsorship marketing perspective, it was also a standout moment—and Rogers Communications delivered a “gold standard” example of sponsorship activation.
Rogers and the Eras Tour: A Perfect Match
As the main corporate sponsor of Taylor Swift’s Eras Tour, Rogers Communications had a unique opportunity to create a meaningful connection with fans. They didn’t stop there. Rogers is also the presenting sponsor of Vancouver’s beloved public bike share network, Mobi by Rogers, a signature asset they acquired during their 2023 acquisition of Shaw Communications.
Leveraging their partnership with Mobi by Rogers, Rogers Communications amplified their sponsorship rights in innovative ways that delighted both concert-goers and the general public.
Creative and Memorable Campaign Highlights
Here’s how Rogers activated their sponsorship in style:
- Custom Creative Signage: Large-format signage at Mobi by Rogers stations featuring customized Taylor Swift themes attracted millions of impressions, building anticipation for the Eras Tour in a unique way
- Signature Bike Station: A specially designed station with glowing red lighting became a prime spot for Swifty selfies, creating a buzz on social media.
- Limited-Time Membership Offer: A special Mobi by Rogers promotion encouraged concert-goers and locals to ditch their cars and embrace biking as a congestion-free, sustainable way to explore Vancouver and get to the concerts.
Engaging the Community
Mia Kohout, CEO of Vancouver Bike Share, shared her excitement about the collaboration: “This was a really fun and special opportunity. It allowed us to engage our members and celebrate this amazing entertainment event while providing our main sponsor, Rogers, a dynamic platform for storytelling.”
Amplifying Impact Through Strategic Activation
In the weeks leading up to the concerts, Rogers’ OOH advertising was highly visible throughout Vancouver. But it was the creative use of the Mobi by Rogers bike share platform that truly captured public attention.
Garnet Nelson, Co-Founder and Managing Director of UNITE Partnerships Inc., praised Rogers’ approach: “This is a great example of how to activate sponsorships to achieve maximum potential impact. Rogers recognized that it had multiple complementary assets in-market and strategically aligned them to amplify their reach.”
The Importance of Activation
Despite its potential, activating sponsorship rights remains underutilized. According to the most recent Canadian Sponsorship Landscape Study (source / credit: T1 Agency), U.S. sponsors invest $2 in activation for every $1 spent on sponsorship fees, while Canadian sponsors’ investment is closer to a 1:1 ratio.
“Sponsorship is one of the most effective tools in a marketer’s toolbox,” adds Nelson. “But to reach its full potential, it must be properly leveraged.”
Let’s Talk Sponsorship
Have thoughts, questions, or ideas about sponsorship activation? Reach out to us at hello@unitepartnerships.com to discuss strategies and concepts that can bring your sponsorships to life.
By embracing the power of activation, Rogers Communications turned their sponsorship of Taylor Swift’s Eras Tour into a memorable, community-centered success story that Vancouver won’t soon forget.
Comments are closed.