Always striving to incorporate pop culture trends into its products and content, and encourage Québec companies in any way it can, Loto-Québec regularly partners with local businesses to develop special scratch tickets with a distinct Québec flair. Cabane à sucre, BBQ Québec, Oh! Gelato!, Je rêve des Îles, Cadeau Surprise and La fête des animaux are just a few examples of scratch tickets that Loto-Québec launched in the last year to reflect the interests and desires of Québec consumers.
“Through these local brand partnerships, we can offer experiential products that reflect Québec cultural values—both in terms of prizes and messaging. They provide an opportunity for us to inspire and entertain our customers, engage with them through social media, and even start a conversation with new consumers,” said Janie Thériault, Director of Integrated Marketing Communications at Loto-Québec.
Over the coming year, Loto-Québec plans to launch more tickets in partnership with Québec businesses. For example, it released the Expérience VR scratch ticket on May 2, knowing that the “van life” movement has been gaining traction among outdoor enthusiasts in Québec. The ticket, developed in partnership with the Société des établissements de plein air du Québec (Sépaq) and recreational vehicle dealer VR St-Cyr, is a first of its kind and on sale now at retail locations and online.
Winners of the “$100 + tirage” prize will be entered in a draw for three guaranteed (cashable) grand prizes, each consisting of: $160,000 Winnebago Solis camper van and $5,000 Sépaq gift card. The draw is slated for July 21, 2022.
“Over the past two years, Quebecers have discovered a love for RVs, the open road, adventure travel, and breaks by the water. We’ve seen how RV sales have skyrocketed! To capitalize on this ever-growing trend, and also reach #vanlifers, we partnered with two Québec companies, VR St-Cyr and the Sépaq, to develop and launch this scratch ticket,” explained Catherine Dumont, Product Manager, Lottery Operations.
Quebecers can also play the instant-game equivalent of the scratch ticket online for a chance to instantly win cash prizes. The (cashable) grand prize consists of Winnebago Solis camper van and $5,000 Sépaq gift card
The launch of the $5 scratch ticket will be accompanied by an advertising campaign that includes ads at retail locations and in magazines, TV ads, social media content marketing featuring two adventure travel influencers, and sponsorship of “camping week” on Québec show Le fabuleux printemps de Marie-Lyne.
By playing Expérience VR, Quebecers not only get to fuel their wanderlust, but it could be their ticket to hitting the open road and going on the adventure of a lifetime!