In the hopes of spurring even more ticket sales, the Ontario Lottery Corporation has launched its biggest campaign ever.
The olc’s Free Ticket Frenzy is an integrated month-long campaign that includes a massive mail drop (to all 3.9 million Ontario households), plus tv, radio, outdoor, point-of-sale and a retailer incentive program.
Each week of the campaign features a different deal – such as ‘buy five Lotto 6/49 tickets and get one free Encore play’ – and lumps together big-win games like Lotto 6/49, Ontario Instant Millions, Lotto Super 7, Lottario and Lotto Advance.
The games all represent the ‘dream category’ because they’re all jackpot wins, says olc’s associate product manager Lou Pagnotta.
At this time of the year, the olc usually launches some sort of bonus program around the popular Lotto 6/49, but this year it decided to do something different, he says.
Blitz Direct & Promotion, a subsidiary of Cossette Communication-Marketing, created the campaign. Toronto-based Media Buying Services is handling media.
