Under the Theme ‘Our Values’, the Royal Canadian Mint (RCM) Will Be Launching An All-New Ad Campaign for Quebec


Ottawa, Ontario, December 21, 2007 – Under the theme Our Values, the Royal Canadian Mint (RCM) will be launching an all-new ad campaign for Quebec on December 27, 2007. The campaign’s spokesperson will be none other than popular TV host and producer Véronique Cloutier, who has signed on to represent the RCM for three years.

The RCM’s choice of this public figure, a media personality the people of Quebec have practically watched grow up on TV, is in line with the new communication platform that the Royal Canadian Mint developed for the Quebec market.

One of the primary objectives of the campaign is to increase awareness and understanding of the various roles played by the RCM, and consequently, to create an emotional bond with the people of Quebec.


“I am extremely proud to be part of this campaign to promote and demonstrate the undeniable quality and great diversity of the Royal Canadian Mint’s products,” stated Ms. Cloutier.


Through a public call for tenders, the three-year RCM account was awarded to TANK, a new Montreal-based advertising firm. Diane Plouffe Reardon, RCM Vice-President of Marketing and Communications, is certain that the theme chosen to convey the RCM’s brand will further boost the Mint’s profile in Quebec.


“We’ve developed a concept that touches the very hearts of Quebecers, based on a set of core values they all share. We’re looking forward to this new ad campaign’s grand debut. The people of Quebec are going to love it,” said Ms. Plouffe Reardon.


TANK is a communications firm employing more than forty professionals in its Montreal and Paris offices. With its team of experienced managers and exceptional talent, this firm boasts such clients as Astral Media, Abbott Laboratories, Nutraxis, Place Desjardins, Pilsner Urquell, Smith & Nephew, Softimage, and La Cage aux Sports, and of course, the Royal Canadian Mint.

About RCM

The RCM, an ISO 9001-2000 certified company, is the Crown Corporation responsible for the minting and distribution of Canada’s circulation coins. The RCM is recognized as one of the largest and most versatile mints in the world, offering a wide range of specialized, high quality coinage products and related services on an international scale. For more information on the RCM, its products and services, visit www.mint.ca.


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