Esti.Ee the Euro – Our Money

Euro Campaign Estonia 2011 Press kit

www.euro.ecb.eu www.euro.eesti.ee The euro – our money

The European Central Bank TV and print advertising Events and activities Back to school: Euro School Euro web pages and Eesti Pank launch a mass Schoolchildren in Estonia will have media campaign for the For the first time since the euro Public relations events and outreach the opportunity to learn about Up-to-date information on the euro and its introduction in Estonia can introduction of the euro in cash changeover in 2002, TV activities are a key element of the the euro with Anna and Alex, the be found at www.euro.ecb.eu and www.euro.eesti.ee. Estonia advertising has featured in the campaign. These include: young heroes of the Euro School. ECB’s range of communication A short story, in which the heroes Obtaining the campaign materials Today, 19 September 2010, the tools. In total, four TV spots have Euro Conference track down a gang of banknote European Central Bank (ECB) and been produced and, together with This high-level discussion forum, counterfeiters, was developed The campaign materials are being handed out at this press event but may Eesti Pank, the national central the print advertisements, they will which will deal with issues with the help of children from the also be requested at a later date from either Eesti Pank (Viljar Rääsk, bank of Estonia, are launching a form the backbone of the mass relating to the introduction of European School Frankfurt and has +372 668 0745, [email protected]) or the ECB (Niels Bünemann, mass media campaign to support media campaign. the euro in Estonia, will take been used as a basis for the online +49 69 1344 6594, [email protected]). preparations for the introduction place on 20 September 2010. “Euro Run” game and a module of the euro in Estonia on 1 January There is one 60-second intro- The conference will be chaired by of the Euro Exhibition. The story 2011. ductory spot to familiarise viewers Märten Ross, Deputy Governor will be distributed to all schools with the appearance of the euro of Eesti Pank, and speakers will in Estonia, together with other Europa: from mythical princess to modern-day figure With only 100 days to go until banknotes and three 20-second include Andrus Ansip, Prime helpful materials on the euro, at €-day, the campaign is being spots to highlight their security Minister of the Republic of the beginning of 2011. In addition, The mass media campaign, produced by the ECB, is centred around the launched at this press event, which features and introduce the “feel- Estonia; Jean-Claude Trichet, a “Euro Run” competition, open mythical princess Europa stepping out of history and into the modern is being hosted jointly by the ECB look-tilt” test that people should President of the ECB; Olli Rehn, to all 8 to 12 year olds in Estonia, day. Europa is portrayed by Estonian model Claudia Meriküla. and Eesti Pank and marks the use to check their authenticity. European Commissioner for will be launched in February. first official visit of Jean-Claude Economic and Monetary Affairs; According to Greek mythology, Europa was a Phoenician princess Trichet, President of the ECB, to Publications and Andres Lipstok, Governor of Let’s join forces: who was seduced by the Greek god Zeus in the form of a bull. welcome Estonia into the euro Eesti Pank. the Partnership Programme She was then carried off by him on his back to the island of Crete, area. To celebrate the occasion, As part of the campaign, the Under the Partnership Pro- where he proclaimed her Queen of Crete. He also named the entire Mr Trichet will hand over a “Euro ECB will also provide over 20 Euro Exhibition gramme, the ECB and the continent after her, which led ancient Greek geographers to use the Star” to Andres Lipstok, Governor publications, many of which have From 20 September to 31 October relevant national central bank word “Europe” as a geographical term. of Eesti Pank. The event will be been produced specifically for 2010, everyone in and around join forces with public and private moderated by Marko Reikop the cash changeover in Estonia. Tallinn will have the opportunity organisations to ensure that Today, Europa continues to be a symbol of the European Union, and will feature Claudia Meriküla, One of these publications is the to familiarise themselves with the accurate and timely information featuring on the national sides of two euro coins: the Greek €2 Estonian model and star of the public information leaflet which euro banknotes and coins by visiting on the euro cash is as widely coin, which was issued in September 2006, and the commemorative mass media campaign. will be distributed along with the Euro Exhibition, which will be available as possible. To this end, €10 coin, which was issued by the Belgian Royal Mint in 2004 to two euro conversion cards to hosted by the AHHAA Science participating organisations are commemorate the enlargement of the European Union. The aim of the mass media every household. Surveys on the Center alongside the exhibition of provided with communication campaign, which will run until value of the information provided the European Commission. The materials that they can distribute In the first of four TV spots, an ancient Greek depiction of Europa the middle of January 2011, is during previous cash changeovers subject areas covered by the Euro to their clients, members and comes to life and transforms into a modern-day figure. She sets out to provide the people of Estonia have shown that the general public Exhibition range from the history employees to help prepare them on a journey, symbolically building bridges between the nations and with comprehensive practical found this information leaflet to of money to the production of for the cash changeover. They people of Europe as she goes. The continuous building of bridges also information on the appearance be very useful. In addition to the euro banknotes. There are also can also reproduce parts or all of represents the continuous evolution of Europe, a continent, which, of the euro banknotes and coins, publications aimed at the general a number of interactive displays, these communication materials for with its common heritage and shared values, is becoming ever closer. the security features of the euro public, there are also a few that including one on the security use in their own communication The bridges not only reflect the “ages and styles of Europe” theme of banknotes and the changeover are dedicated to specific target features of the euro banknotes, activities. the euro banknotes, but also represent the connection between past modalities. To this end, a wide groups. These include information where visitors have the chance to and future and symbolise a common European future. At the end of range of communication tools materials for professional cash compare genuine banknotes with her journey, Europa arrives in Estonia, symbolising the introduction of have been developed in Estonian, handlers and a talking card for the counterfeits. the euro on 1 January 2011. Russian and English. visually impaired. The euro – our money