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Agency Wins: OLG picks Balmoral as Indigenous and multicultural VOR

By Christopher Lombardo
September 26, 2024

OLG chooses Balmoral to handle its Indigenous and Multicultural work

Balmoral Multicultural Marketing has been chosen by Ontario Lottery and Gaming Corporation (OLG) as its Indigenous and multicultural communications services vendor of record (VOR) after a competitive review last month involving multiple agencies.

OLG has tasked Balmoral with planning and developing an integrated long-term advertising and marketing communications strategy. The assignment extends across the OLG’s lines of business, which include lotteries, charitable gaming, casinos, resort casinos, slots and internet gaming.

The shop tells strategy that Balmoral recently announced a burst of promotions and new hires, “some of which are related to the OLG business.”

New OLG work from Balmoral can be “expected out soon,” with upcoming work focusing on Diwali 2024 in October and the Chinese New Year in January.

“Our team understands OLG’s unique marketing needs and requirements, and we’ve excited about continuing to deepen OLG’s brand relationships among Ontario’s Chinese, South Asian, Filipino and other ethnic communities,” says Sharifa Khan, CEO and founder of Balmoral, which boasts a client roster that also includes Canada Life, Brita and Clorox.

In August, Balmoral Multicultural Marketing promoted Jeffrey Almeida from senior VP and GM to managing director.

BlueSky Communications named PR AOR for United Way Greater Toronto

BlueSky Communications has been named the new public relations agency of record (AOR) for United Way Greater Toronto (UWGT).

Following a competitive bidding process, the Toronto PR agency secured the opportunity with a strategic, integrated PR proposal.

BlueSky supported the non-profit organization’s largest campaign to date, “Any Way We Can.” The shop will also support upcoming initiatives with strategic communications, a media relations program emphasizing storytelling and influencer engagement to bring in new audiences.

“We’re thrilled to work with the United Way Greater Toronto team to bring strategies that help build awareness, support and education for important issues impacting our communities across the GTA,” says Julie McCarthy, co-owner of BlueSky Communications.