WASHINGTON, DC: The United States Mint last week announced plans to pull out all the stops in marketing its new dollars 1 coin, promising a ’hipper’ image and tactics than is usually associated with a staid government agency.
WASHINGTON, DC: The United States Mint last week announced plans to
pull out all the stops in marketing its new dollars 1 coin, promising a
’hipper’ image and tactics than is usually associated with a staid
Director Philip Diehl said the US Mint is treating the new coin, which
will enter into circulation in March, as a major product launch, using a
PR-centric strategy more commonly associated with consumer giants like
Chrysler or Coca-Cola.
The coin, with an image of Native American Sacagawea, has already been
promoted to the key industries affected most by its introduction,
including mass-transit systems and vending-machine operators.
Fleishman-Hillard was named agency of record for the project back in May
(PRWeek, May 24).
The PR campaign kicks off with a US Mint-sponsored float in this year’s
Macy’s Thanksgiving Day parade. ’This is a major innovation for us,’
Diehl said. The float will be a replica of a stagecoach with
five-foot-tall reproductions of the coin image.
The Mint has also forged a partnership with General Mills - another new
tactic for the organization. Each box of Cheerios, which will feature
the coin’s image, will contain a Year 2000-minted penny. Additionally,
every 2,000th box will contain a pre-release copy of the new coin, while
every 2,500th box will include a certificate for 100 of the new
Diehl said the US Mint is also looking for preferred retail partners,
with the group already ’in serious negotiations’ with two national
retailers who want to use the coin during the pre-launch period.
Finally, the Mint is doing its part to change the perception of
coin-collecting as a hobby, attempting to rid it of its staid image.
All of these tactics, Diehl hopes, will lead to the US Mint’s desired
result of making the Sacagawea coin more widely accepted than the
ill-fated Susan B. Anthony dollar. Research, he claimed, shows that
there is less resistance to a dollar coin than in years past.
’All you need is an image of someone trying to feed a dollar bill into a
vending machine and having it rejected,’ he quipped.