Context

The Federal Mintining Instiution Swissmint is responsible for providing the Swiss franc on behalf of the Swiss Confederation. In addition, it is dedicated to minting special coins that honour significant historical and cultural events and pay tribute to outstanding personalities.

Challenge

So far, Swissmint has tended to take a factual approach to communication. However, behind the artistic minting of each commemorative coin lies both a collector's value and a meaningful backstory that gives each coin a unique identity. Swissmint strives to communicate this emotional element not only to collectors, but to the entire Swiss population.

Approach

To meet this challenge, the communication strategy was adapted. The press texts now place a stronger focus on the story of each coin and they are more emotionally charged. At the same time, the media distribution list is thematically adapted to the respective issue of the commemorative coin to ensure a targeted approach to the target groups. The press releases are sent out in four languages and offer targeted interviews to maximise reach.

Project

Ongoing communication support

Industry

Federal Administration & Numismatics

Partner

Country

Switzerland

Implementation

Since 2016, ongoing

Contact

BRAND AFFAIRS AG

Mischa Keller

Result

Swissmint's adapted communication strategy led to increased media interest, more interview requests and a significant increase in reporting on the commemorative coins. Among other things, Swissmint was also part of an SRF report on "175 Years of the Swiss Federal Constitution".