Royal Canadian Mint Launches Quebec Ad Campaign

    OTTAWA, Dec. 21 /CNW Telbec/ - Under the theme Our Values, the Royal
Canadian Mint (RCM) will be launching an all-new ad campaign for Quebec on
December 27, 2007. The campaign's spokesperson will be none other than popular
TV host and producer Véronique Cloutier, who has signed on to represent the
RCM for three years.
    The RCM's choice of this public figure, a media personality the people of
Quebec have practically watched grow up on TV, is in line with the new
communication platform that the Royal Canadian Mint developed for the Quebec
    One of the primary objectives of the campaign is to increase awareness
and understanding of the various roles played by the RCM, and consequently, to
create an emotional bond with the people of Quebec. "I am extremely proud to
be part of this campaign to promote and demonstrate the undeniable quality and
great diversity of the Royal Canadian Mint's products," stated Ms. Cloutier.
    Through a public call for tenders, the three-year RCM account was awarded
to TANK, a new Montreal-based advertising firm. Diane Plouffe Reardon, RCM
Vice-President of Marketing and Communications, is certain that the theme
chosen to convey the RCM's brand will further boost the Mint's profile in
Quebec. "We've developed a concept that touches the very hearts of Quebecers,
based on a set of core values they all share. We're looking forward to this
new ad campaign's grand debut. The people of Quebec are going to love it,"
said Ms. Plouffe Reardon.

    TANK is a communications firm employing more than forty professionals in
its Montreal and Paris offices. With its team of experienced managers and
exceptional talent, this firm boasts such clients as Astral Media, Abbott
Laboratories, Nutraxis, Place Desjardins, Pilsner Urquell, Smith & Nephew,
Softimage, and La Cage aux Sports, and of course, the Royal Canadian Mint.

    The RCM, an ISO 9001-2000 certified company, is the Crown Corporation
responsible for the minting and distribution of Canada's circulation coins.
The RCM is recognized as one of the largest and most versatile mints in the
world, offering a wide range of specialized, high quality coinage products and
related services on an international scale. For more information on the RCM,
its products and services, visit

For further information:

For further information: Alexandre Reeves, Manager, Communications,
(613) 949-5777, (613) 949-9066, Fax: (613) 991-2628, Mobile: (613) 884-6370,

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