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Royal Canadian Mint conducts Arctic campaign
The Royal Canadian Mint has begun a national advertising campaign promoting its new commemorative coins marking the 100th anniversary of the first Canadian Arctic Expedition. The campaign, called "Heart of the Arctic," was developed by Cossette of Montreal. The interactive campaign is aimed primarily at children between the ages of six and 11, with the intent of raising their interest in Canada's Arctic the history of the expedition.
The campaign features an online game at <http://www.heartofthearctic.ca>. Players participate in a virtual expedition during which they must restore the balance between night and day in the Arctic by collecting four lost 25-cent commemorative coins. The game can also be played on mobile devices.
The game is being promoted with web banners and videos on children's websites, gaming sites and YouTube. Other elements include television commercials on YTV and VRAK.TV, cinema advertising and print ads in children's magazines. The effort also includes an educational program designed for schools, a national drawing contest based on the game, and promotional activities in various shopping malls.
"It's common knowledge kids are born explorers and curious by nature," said Patrick Hadsipantelis, vice-president of marketing and communications at the Royal Canadian Mint. "In order to pique their interest in this historical event, we encouraged them to play a game in which they are the heroes. The game that Cossette developed fulfils the objectives, which were to educate and entertain."