The 2012 European tour of a 1933 Saint-Gaudens gold double eagle
has netted the Netherlands numismatic firm that co-sponsored the tour
a communications award.
The Samlerhuset Group has been named the winner of a bronze Stevie
Award in the Communications or PR Campaign/Program of the Year —
Reputation/Brand Management category in the 9th Annual International
The award, to be formally presented at a gala Oct. 15 in Seoul,
South Korea, recognizes Samlerhuset for its promotional campaign in
early 2012 supporting a seven-nation European tour of one of two 1933
Saint-Gaudens gold $20 double eagles from the National Numismatic
Collection at the Smithsonian Institution’s Museum of American History.
The two 1933 double eagles that are part of the National
Numismatic Collection were turned over by U.S. Mint officials to
Smithsonian officials in October 1934, according to an Oct. 9 exchange
between Acting Philadelphia Mint Superintendent Fred Chaffin and U.S.
Mint Director Nellie Tayloe Ross.
The award is nicknamed a “Stevie” for the Greek word for “crowned.”
The double eagle tour was the first time that a 1933 double eagle
had been publicly exhibited in Europe.
Samlerhuset Group B.V. (online at www.samlerhuset.com) — a global
numismatic marketing firm headquartered in Almere, Netherlands,
selling coins, commemorative pieces and related collectibles —
underwrote all of the costs associated with the exhibit and tour,
including those of Karen Lee, a curator with the Smithsonian’s
National Numismatic Collection, who accompanied the coin to each stop,
along with an armed security detail.
Samlerhuset Group B.V., which markets numismatic items into 16
different countries, is half owner of the Royal Norwegian Mint and
part owner of the World Coin Fair in Berlin.
Samlerhuset is also sole owner of Nordic Moneta Oy, the former
direct marketing subsidiary of the Mint of Finland.
Between March 3 and March 29, the 1933 double eagle exhibit made
stops at Goldsmiths’ Hall in London; Irish Museum of Modern Art,
Dublin; Royal Library, Brussels, Belgium; National Museum of Prague,
Czech Republic; National Museum of Warsaw, Poland; Cultural Museum,
Oslo, Norway; and National Museum, Helsinki, Finland.
The public relations teams from Samlerhuset Group B.V. and the
Smithsonian closely collaborated using a strategic campaign to
generate awareness and enthusiasm through media outreach, press
events, blogs, Facebook, Twitter and other social media.
“The tour generated an unprecedented amount of media coverage in
seven European countries and the U.S., excited many thousands to go
see this fabulous U.S. national treasure and demonstrated how
innovative international partnerships between corporate and cultural
sectors bring value to the world,” Lee said earlier this year.
The chief executive officer of Samlerhuset B.V., Peter Swanston,
said the 1933 double eagle tour “was a unique event organised for a
“Throughout Europe, those who knew about it before were amazed to
see it,” Swanston said. “Those who learned about it for the first time
were even more impressed. We are proud to have that achievement
recognized with a Stevie Award.” ■