MINT BEGINS LUCKY LOONIE CAMPAIGN
By Adnews Staff
The Royal Canadian Mint has begun an ad campaign for the Lucky Loonie circulation coin program. Developed by Wunderman of Toronto, the print, outdoor and television advertising features Trent Evans, an icemaker from the 2002 Winter Olympics who put a loonie in the ice of the hockey rink. The advertising broke early this month in CanWest newspapers, The Globe and Mail, La Presse, Time, Maclean's and L'actualite. Transit ads have been installed in Vancouver, Winnipeg, Montreal, Toronto and Ottawa. The television ads are airing nationally. A Web banner ad ran on Canada.com and promotional materials were added to the CBC Olympics Web site. A collectable card was also produced and distributed at Mint events. The campaign will continue until mid-September.