The Royal Mint was opening a brand-new visitor attraction, The Royal Mint Experience, and needed a campaign that could fill it from day one. Launching a visitor attraction is unforgiving: there is no slow build and no second first weekend, so the creative had to generate awareness and drive bookings from the moment it went live.

The brief carried a delicate balance. The campaign had to make the attraction feel like a genuinely inviting and enjoyable day out, broad enough to appeal to families and tourists, while staying faithful to The Royal Mint’s considerable heritage and its established brand. One of the oldest institutions in the country needed to feel welcoming and contemporary without losing the authority and history that make it worth visiting in the first place.

We found the idea in the product itself. Working with the brand’s existing colour palette, we developed a suite of elegant and playful illustrations that frame the coins as the heroes, giving the heritage of The Royal Mint a warm, characterful and accessible feel. The coins became storytellers rather than currency, which is precisely what the attraction invites visitors to discover.

Building on The Royal Mint’s established headline, ‘See the heads, hear the tales’, we created a family of messages that kept the pun alive and spotlighted the different sides of The Royal Mint Experience, from the making of coins to the stories struck into them. The line gave us a flexible platform that could stretch across very different formats while always feeling like one campaign.

Working closely with the client and media partners, we rolled the idea out as a fully integrated campaign across television, radio, bilingual English and Welsh press, outdoor, transport media, direct mail, online and social. Bilingual execution mattered for a Welsh attraction speaking to its local audience as much as to visitors from further afield. Every channel carried the same distinctive illustration and tone, giving the launch a consistent, recognisable presence wherever audiences came across it.

The campaign delivered against its launch objectives. It hit The Royal Mint Experience’s six-month visitor targets, lifted public awareness of the new attraction, and helped put The Royal Mint firmly on the tourism map as a destination in its own right. A heritage institution best known for making the nation’s coins became a place people chose to spend a day.

A single ownable idea did the heavy lifting. By making the coins the heroes and carrying one line consistently across every channel, the launch arrived with the scale and recognition a new attraction needs to open strongly.