CANADIAN MINT USES TV FOR FIRST TIME
By Adnews Staff
The Royal Canadian Mint is using TV for the first time in a campaign to create general awareness for its collector coins. The 30-second spot began airing nationally earlier this month. The theme of the ad positions the Mint Collector Coins as "sound gift ideas for the Holidays." A musical link is made between the various scenes depicted on the coins and musical styles. For example, a gold coin depicting the Klondike Gold Rush is described as "Hard Rock." Another gold coin showing the golden age of rail travel is given the title "Golden Oldies." The song used in the commercial is Winter Wonderland. It is sung using the different styles of music: hard rock, classical, 50s style, country and rap. The print portion of the campaign begins this weekend. It is being used to generate orders. A direct mail campaign targeting existing Canadian Mint customers was launched in mid-October. The entire campaign was created by FCB Direct of Montreal. Its media arm, Optimedia of Montreal, did the media buy.