The Brand Agency helps The Perth Mint take-over the New York Stock Exchange to launch new fund

To officially announce the launch of its NYSE traded fund, The Perth Mint recently ‘took-over’ the New York Stock Exchange with a visual identity created by The Brand Agency.

Unique in the marketplace, The Perth Mint’s AAAU fund provides an easily accessible and cost-effective way to invest in gold, with the shares underpinned by deliverable physical gold. AAAU shares are backed by gold secured within The Perth Mint’s network of central bank-grade vaults in WA.

The brand activation was designed to generate media interest around the launch and position The Perth Mint as a global leader in precious metals.

Ensuring the NYSE was ‘swimming in gold’ for the day including the closing bell ring ceremony, the centerpiece of the activation was a one tonne gold coin, worth over AU$60 million.

In a logistically challenging operation, the coin, which is usually on display at The Perth Mint, was shipped to New York specifically for the event.