ONTARIO LOTTERY CORP. GUARANTEES WINNER
By Adnews Staff
The Toronto-based Ontario Lottery and Gaming Corporation is offering Ontario residents a guarantee that someone will win the grand prize in its new lottery game Winner Take All. The game debuted yesterday at over 7,800 Ontario lottery retailers. Players purchase a ticket that contains a six-digit number. Each night, a random draw will choose one winner from all the tickets sold for that draw. The winner gets a cash prize which consists of 50% of the cash sales for that night's draw. Winner Take All is one of 20 games the corporation tested with lottery players throughout Ontario in 1998. The launch of the game was supported with a two-week, province-wide teaser campaign from Toronto-based DraftWorldwide Canada. The ads played on the tagline "What's guaranteed in life?" Print ads running in daily newspapers, radio spots and outdoor advertising running in ten markets across Ontario will continue to promote the game following the same theme. The Ontario Lottery and Gaming Corporation is also promoting its guarantee of a winner every night with a message printed on each ticket telling where the previous night's winning ticket was sold and the size of the jackpot. Advertising is being supported with in-store materials and a $1.1 million media buy.