The Royal Canadian Mint launches its first campaign with McCann Montreal after choosing the agency to lead the creative tasks as the organization’s benchmark agency.
This campaign promotes the launch of new collector’s items commemorating the 100e anniversary of one of the most famous ships in Canadian history, the Bluenose, a boat that was designed to set new standards for fishing and racing schooners at Lunenburg, Nova Scotia, March 26, 1921.
The integrated partnership is focused on building a multi-year, multi-product platform, and will begin with the celebration of one of Canada’s oldest symbols by rekindling old memories, to keep history alive. The branding campaign will be executed nationwide through traditional media, social media, online advertising and search engine marketing.
The campaign will pay tribute to Bluenose, this pillar of Canadian history and the pride of Canadians for 100 years, who won the International Fishermen’s Trophy for Canada in his first year and represented Canada at the Chicago World’s Fair in 1933. It will make it possible to focus on a Canadian success and will be told through the new design of the collector’s items. The symbolic coins – offered as a pure silver proof set, a pure gold coin and a silver proof dollar – will contain the characteristic features of the ship and the effigy of King George V who was witness to the miracles of Bluenose in 1935.
McCann Montreal was selected by the Royal Canadian Mint in order to take care of the strategic and creative campaigns of various platforms and thus strengthen customer relationships.
“We are happy to partner with McCann Montreal to tell an iconic story, says Tom Froggatt, commercial director of the Royal Canadian Mint. We sincerely look forward to bringing together our strategic initiatives in numismatics, commemorative circulation coins, bullion and foreign circulation. ”
“As the oldest creative agency in Canada, it was only natural for us to create the campaigns for Royal Canadian Mint in order to celebrate and honor Canadian history and the heritage we share, ”says Ryan Timms, president of McCann Canada. “We are very proud to tell this story alongside the Royal Mint, and we know it will be the first of many to come. ”
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