The Royal Mint puts out £1m 2012 brief to reach wider audience

The Royal Mint has put a lucrative new brief out to pitch, as it tries to broaden its appeal to a mass-market audience.

New coins: The Royal Mint
New coins: The Royal Mint

The government body in charge of producing money is searching for an agency to handle a range of activities in the run-up to London 2012. The work is worth in excess of £1m.

The Royal Mint is running the official London 2012 Commemorative Coin Programme and is launching a series of coins in the build-up to the Olympic Games.

After an initial tender, it is believed a long list of agencies has been drawn up to pitch for the three-year contract this month.

The Royal Mint has previously worked with Grayling, most recently on last year's launch of the first new British coin series since 1971.

A source involved in the review told PRWeek the brief covered the commemorative coin programme and other activities around London 2012, alongside long-term support for the brand and government relations activity.

'The Mint is trying to communicate to a more mass market, rather than just ABC1s,' said the source.

The Royal Mint has recently been touted as a top target for privatisation, although it is unclear at this stage whether the brief addresses this issue.

Separately, the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has started the process of seeking PR agencies in the run-up to the 2012 Games.

The brief includes a full public affairs programme that requires national and local government parliamentary intelligence and monitoring, as well as running programmes and events in Scotland, Northern Ireland, Wales and the English regions.

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