RBC Canadian Open & RBCxMusic – Challenge statement

Since 2019, we have strived to connect two platforms - RBC Golf & RBCxMusic. In an effort to broaden the audience of the Canadian Open, the RBCxMusic Concert Series was introduced to attract young, music fans to the game of golf. Unfortunately due to the pandemic the 2020 tournament and Concert Series were cancelled. Looking ahead into 2021, the RBC Canadian Open may look different and fan engagement may be virtual.

At the only Canadian stop on the PGA TOUR, the RBC Canadian Open onsite fan experience and engagement is always a top priority. For this case, the challenge is to identify opportunities to integrate RBCxMusic, and Music fans, into the virtual RBC Canadian Open fan experience (as there will be no in-person experience) A successful case will include recommendations for how to achieve this through broadcast, digital and/or social platforms.

• Check out the Resources tab > Files section for the Rules of Engagement PDF and other important resources.
• Final Submission: The final project submission must be submitted by Tuesday, January 26 at 3 p.m. (EST). Ignore the 'Project End' milestone.

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