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Royal Canadian Mint conducts Lucky Loonie promotion
By Adnews Staff
The Royal Canadian Mint has begun an advertising campaign promoting its 2014 Lucky Loonie commemorative coin. The coin recognizes Canadian athletes competing in the 2014 Olympic and Paralympic Winter Games. The campaign, developed by Cossette, includes television commercials, a website, online banner ads and social media activities. The creative features freestyle skier Alexandre Bilodeau, cross-country skiers Alex and Pierre Harvey, and ice sledge hockey players Marc Dorion and Greg Westlake. The campaign also includes a national contest. Consumers who use the website to send messages of support to Canadian athletes are entered into a draw for a weekend trip to Calgary, Montreal or Vancouver.
"This campaign is a unique way to celebrate our athlete's success and get Canadians to offer their best wishes to those who have made such an effort to represent our country," said Patrick Hadsipantelis, vice-president of marketing and communications at the Royal Canadian Mint. "The Lucky Loonie is a strong symbol of the Royal Canadian Mint's commitment towards our athletes."