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.
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.
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.
