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'
'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 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
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
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.