The Royal Mint: Space Oddity

The Royal Mint, a coin producer, launched a campaign in the UK to elevate the brand, land compelling coverage for the release of a new coin, drive sales and engagement amongst existing coin collectors and inspire new collectors.

In Brief

In 2020 The Royal Mint launched its new brand positioning as "The Original Maker" and set out to broaden the appeal of its collections by launching the Music Legends series.

We needed to take the series of out the coin collecting media and into the mainstream. Hence the "Space Oddity".

This campaign drove an extraordinary 363 pieces of UK coverage, including over 25 pieces in national media titles across print, online and broadcast.

There have been over 58,000 coin purchases since the collection launched. Sales included a £61,000 edition of the coin. In all, this launch has been...

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