Loto-Québec will launch an advent calendar ticket for the holidays. Called Calendrier de l’avent, it is a first.
“Calendrier de l’avent is an oversized ticket, a first timer in our market,” said Anne-Marie Voyer, Department Manager, Products & Development, Loto-Québec. “We thought this size was relevant to the product and we didn’t go wrong.”
In order to make it a success, Voyer said it was necessary to implement “a retail incentive and special displays. Plus, we added some sparkle to our collection.”
Asked whether the advent ticket will be a runaway hit, Voyer said it has some competition. “Our $10 Calendrier de l’avent and our $10 Diamant des fêtes (ILC product) are leading the way at this point. There was definitely a place for two $10 tickets, both with a very different offer,” she explained.
A perennial favorite, the classic Celebration ticket is sold for $25. Altogether, the lottery is selling six holiday tickets. “We’ve been having Celebration for years and it is still a huge success. We were hesitant to add more products to the Christmas lineup because of the possible cannibalization of Celebration sales, but we have been increasing the number of Christmas products for the last couple years and Celebration sales continue to grow.”