The 28th February 2001 saw the end of the Spanish peseta as a legal currency. The Spanish Royal Mint wanted to mark the occasion and notify the Spanish public.
Event Production & Management
Client: Real Casa de la Moneda – Fábrica Nacional de Moneda y Timbre
Duration: 6 months.
Objectives:
- To mark the day in history as the end of an era
- To raise awareness among the general public
- To obtain major media coverage
Strategy and Plan
Although the main event was to take place in the evening at the Royal Mint itself, it was important to create ‘mini events’ around the town of Madrid for the general public and attractive enough to earn media interest. We created 7 activities to support the main event:
- The creation of a special logo
- The creation of a postage stamp to commemorate the day
- The creation of a commemorative coin
- Mini events in 20 different venues around the town of Madrid using characterised actors rolling 2 metre high peseta coins, jugglers, clowns and other personalities.
- A special exhibition at the Royal Mint
- A restaurant campaign whereby restaurants could award clients with a bottle of Cava supporting a commemorative label
- The writer Alfonso Ussia created an ‘ode to the peseta’ which was used to accompany the coin and bottle labels
Media Interaction
A month before the event we set up a media conference in the Royal Mint to go through our plans for the 28th February allowing them time to set their agendas and ensuring major coverage on the day.
Execution
The day itself proved a great success. Activities on the streets started at 10 am and televisions covered these throughout the day countrywide. The exhibition was officially inaugurated at midday with media attendance and an aperitif following the opening. The event in the evening was attended by government, institutions and show business personalities who were offered a sumptuous dinner in the Mint followed by a spectacular show outside the building with acrobats being raised to the roof on gigantic pesetas and descending again at midnight on equally enormous Euro coins. A spectacular fireworks display on the roof finished the day.
Results
135 pieces of media coverage were obtained and all the TV stations covered the events. The Spanish public were ready for the Euro on 1st March.