OLG’s hilarious slogan for its holiday campaign is “STOCKINGS LOVE LOTTERY, Give One Today.”
The lottery projects its Countdown Calendar style $20 ticket, 24 DAYS TO CELEBRATE, will be a hit. “With 24 games, a chance to win up to five times and four top prizes of $250,000, this ticket offers the excitement of every day play! Featured in the specialty vertical showcase for our 8” x12” Big Tickets, it will be easy to see 24 DAYS TO CELEBRATE even with some of the protective measures—like plexiglass barriers—our retailers have put in place this year,” said Melissa Turgeon, Product Manager, Instants, OLG.
OLG is focusing on a strong in-Store presence through its POS marketing materials and featuring a Holiday Gifting Contest through its OLG Lottery App. “We have shifted our social and digital advertisement placement strategies, given the changing purchasing behaviors of our customers at this time,” said Turgeon.
The lottery enhanced its Holiday Gifting Contest this year by offering a larger grand prize of $10,000 in addition to the weekly draws of $1,000. “We will be leveraging OLG.ca, Facebook, Twitter and Instagram to support awareness and participation in the app contest to keep our products top of mind. Even if players are limiting their trips to retail during what would usually be the busiest season for lottery, we want them to be thinking about the convenience of gifting our INSTANT games. The Holiday Gifting Contest is additional incentive to be festive,” said Turgeon.
INSTANT tickets will be featured in a Gifting campaign with OLG Lottery Gift Cards during December, “a formula we found success with last year,” added Turgeon. “Support will include in-store POS, radio advertisting, in-store Powerwalls, digital screens and Social Media. We’ll also use a refreshed callout burst in our INSTANT ticket merchandisers—“The Perfect Gift!” to bring additional attention to the INSTANT Holiday products.”