Licensing partnership continues after successful 2019 collection of coins.
The Royal Mint is launching a second collection of Tower of London licensed coins, following the success of the first line in 2019.
Fascinating stories are revealed around every corner at the Tower of London, which is just one of the six world-renowned sites under the Historic Royal Palaces licensing programme.
The second licensed Royal Mint coin collection celebrates the medieval White Tower, the wild and exotic animals of the Royal Menagerie that were kept at the Tower for 600 years, The Royal Mint which operated within the secure bounds of the site, and the role of the Tower as an Infamous Prison.
Historic Royal Palaces’ licensing team has once again worked with The Royal Mint to develop an integrated marketing and PR plan.
This included the creation of over 150 different assets, from informative booklets to accompany each coin, proofed by expert curators, to social media posts and marketing videos offering extra insight into the stories of the Tower through interviews with staff members such as the Yeoman Gaoler, the ‘Beefeater’ traditionally responsible for the Tower’s prisoners.
As part of its retail strategy, The Royal Mint will target its database of more than one million customers consisting of amateur and traditional collectors motivated by the story behind the coins and British history.
The first collection also performed well in the US and expectations are that these new designs will follow suit.
“Our partnership with The Royal Mint has been a huge benefit to the charity to date and the launch of this new coin range is an exciting development which we’re happy to have been able to support again with our team of experts and iconic world famous palaces,” said Jenny Smyth, licensing manager at Historic Royal Palaces. “We look forward to expanding our programme with this licensee in the future.”
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