Royal Canadian Mint Celebrates Centenary of One of the Most Famous Ships in Canadian History

The Royal Canadian Mint is kicking off its first campaign with McCann Montreal after selecting the agency to lead creative AOR duties across the organisation. The campaign launches new coins commemorating the 100th anniversary of one of Canada’s most historic ships – Bluenose – a vessel designed to set a new standard in fishing and racing schooners in Lunenburg, Nova Scotia on March 26, 1921.

The integrated partnership focuses on building a multi-year, multi-product platform, beginning with the celebration of a longtime Canadian icon via mementos that make a historic moment last a lifetime. The brand campaign will be executed nationally via traditional media, social media, display online advertising and search engine marketing.

The campaign will honour Bluenose as a Canadian mainstay that has brought pride to Canadians for 100 years, since winning the International Fishermen’s Trophy for Canada in its maiden year and representing Canada at the Chicago World’s Fair in 1933. It will bring awareness to a “Made-in-Canada” success story, as told through the new coin design. The symbolic coins – minted in a pure silver proof set, pure gold coin and proof silver dollar – includes the ship’s characteristic features and the effigy of King George V, a witness to the wonder of Bluenose in 1935.

McCann Montreal was selected by The Royal Canadian Mint to manage all strategic and creative campaign efforts across various platforms, and to ultimately help deepen customer relationships. 

“We are thrilled to be partnered with McCann Montreal to help us build iconic storytelling,” said Tom Froggatt, chief commercial officer for the Royal Canadian Mint. “We are sincerely looking forward to bringing our strategic initiatives in numismatics, commemorative circulation coins, bullion and foreign circulation to life with them.”

“As the longest standing creative agency in Canada, it is fitting for us to be supporting the Royal Canadian Mint in campaigns that celebrate and honor Canadian history and a heritage we share,” said Ryan Timms, president of McCann Canada. “We are proud to tell this story alongside the Mint, as the first of many iconic moments ahead.”