A new campaign for the Royal Canadian Mint celebrates the 150th birthday of P.E.I author Lucy Maud Montgomery and the release of a new commemorative one-dollar coin. The coin, designed by P.E.I artist Brenda Jones, features an illustration of Montgomery’s signature along with the cat drawing she often included in her autograph. IPG Mediabrands agency Media Experts handled the media portion of the campaign and aims to reach L. M. Montgomery’s Anne of Green Gables lovers, old and new, to drive awareness and net new acquisitions. The campaign runs from June 26 until the end of July.

The media strategy engages audiences interested in literature, history, culture, and travel with placements in relevant environments including audiobooks and literature-theme podcasts on Spotify, BookTube, Audible and CBC/ SRC. The campaign has been amplified by social media, display video, and takeovers on The Weather Network geo-aligned for travel and summertime. Within the first week, the campaign exceeded net new acquisition targets by 200%.

Emily Furtado, VP Client Services for Media Experts, says, “We wanted to leverage Montgomery’s vibrant and timeless presence by aligning with ongoing discussions about the author and her work. As a uniquely Canadian agency, we were able to engage with key audiences where they are most active and ensure a meaningful connection that would leave a lasting impression.”

The media portion of the campaign compliments the creative developed by McCann. Using a collage approach, McCann illustrated the many facets of Montgomery’s story including her love for gardening and cats, and the first page of the original manuscript from Anne of Green Gables.