INTERNATIONAL: SCR to handle Spain's 'homage to the peseta'

MADRID: The Spanish Royal Mint is launching a campaign to celebrate

the peseta ahead of its withdrawal from circulation in February.



The Spanish Finance Ministry has taken on Madrid-based SCR Public

Relations as the lead agency to handle the 'homage to the peseta'

campaign.



'Our objective was to mark this occasion with a number of events to

involve as many parts of the Spanish populace as possible,' said SCR PR

managing director Sheena Campbell-Royle.



SCR has been given less than two months to produce the strategy for the

event, including media relations and the creation of a logo to accompany

the festivities.



The campaign will mark the demise of the currency on 28 February, when

it ceases to be legal tender.



The centrepiece of the celebration will be the inauguration of an

exhibition on the history of the peseta to be held in the museum of the

Royal Mint.



It will include a gala dinner attended by Spanish dignitaries and 'a

symbolic representation of the peseta returning to its origins',

involving giant coins and an aerial ballet performance.



Madrid will host a day of street theatre with more than 200 performers

in an effort to raise awareness of the main event with the general

public, while concurrent concerts will be held in Madrid, Valencia and

Seville, to be televised live and attended by dignitaries.



The account team is led by Campbell-Royle and event director Graham

Nash, leading a team of eight across offices in Madrid and

Barcelona.



The European Central Bank dismissed industry concerns over a clash of

interests between its own PR campaign surrounding the introduction of

the euro and Spain's homage to the peseta initiative.



'Our campaign was designed to inform people and train them for the

arrival of the euro - it's not contradicting our messages,' said ECB

spokesman Jean Rodriguez.



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