Andrea Batista, Marketing Communications Manager
We are most excited about normalizing the purchase of instant tickets among younger demographics while continuing to nurture the loyalty of our regular players.
On one hand, we have a unique opportunity to modernize the image of instant tickets—making them more relevant, accessible, and appealing to younger adults through digital integration, fresh creative, and targeted campaigns. This could mean leveraging influencers, new experiences, or even retail partnerships that resonate with their lifestyle. At the same time, maintaining the engagement of our core player base remains essential. These are our most loyal customers, and ensuring they continue to feel valued through consistent communication, exclusive offers, and product innovation is key to sustaining our success.
We plan to use the following marketing programs to support instant games: TV, web, POS, commercial PR, social media, and partnerships with influencers.
J’aime La Poutine strategy included:
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- Partnership with one of Québec’s most popular Poutine restaurants: Ashton
- Partnership with influencers + social media campaign
- In-store activation with the influencers: Buy a “J’aime la Poutine” ticket and receive a promotional item + a free poutine sample.
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Go for gold strategy included :
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- Major TV campaign, POS, social media, commercial PR. Our campaign aimed at introducing the ‘‘Go for the gold’’ (La course aux lingots) tickets with a touch of humour while spotlighting the chance to win a real gold bar. We wanted to make the idea of owning gold exciting.
- Launch of a commercial PR campaign to highlight the uniqueness of our product, emphasize its limited-time availability, and generate excitement.
- Social media content and partnership with influencers
- Promote early winners to spark interest and encourage others to purchase the ticket
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