This summer, belairdirect is bringing its brand to life at some of Canada's most anticipated live music events. From 15 concerts at Toronto's RBC Amphitheatre to the iconic OSHEAGA festival in Montreal, the insurance provider is creating fun and interactive experiences for music lovers.
RBC Amphitheatre Activation
At Toronto's RBC Amphitheatre, belairdirect will host a themed mini-putt game featuring obstacles inspired by real-life events such as auto accidents, floods, and tornadoes. Music fans can stop by the belairdirect experience area between June 14 and September 15, 2026, to play the game and enter exclusive contests.
OSHEAGA Festival Presence
Belairdirect returns to OSHEAGA in Montreal from July 31 to August 2, 2026. At the belairdirect VALLEY stage, festivalgoers can enjoy performances and purchase waffle bites. For each waffle bite sold, belairdirect will donate $4 to the Breakfast Club of Canada to support breakfast programs for children nationwide. This initiative builds on belairdirect's $1 million commitment to the Club over 2026 and 2027, continuing a partnership that began in 2018 and has helped deliver over 1.6 million school breakfasts to children, including those in First Nations, Métis, and Inuit communities.
“This summer, we’re meeting people where they are, at the concerts and festivals they love, to create memorable experiences that are true to the belairdirect brand,” said Bryan Dinh, VP of Brand, Digital and Growth Marketing at belairdirect. “At RBC Amphitheatre, we’re creating a playful activation that raises awareness of insurance by connecting it to the life moments that matter most to consumers. And at OSHEAGA, we’ll offer festivalgoers an affordable snack while pairing our presence with a purpose, by supporting breakfast programs for children across the country through our continued partnership with the Breakfast Club of Canada.”
Belairdirect encourages music fans to follow them on social media for updates on where to find them this summer.
About Belairdirect
Belairdirect is a Canadian insurance provider with over 70 years of experience, offering comprehensive insurance solutions. Founded in Quebec in 1955, the company was the first property and casualty insurer in North America to sell car insurance online. Belairdirect is a subsidiary of Intact Financial Corporation, the largest property and casualty insurer in Canada. The company is a proud partner of the Breakfast Club of Canada.
