ALC SET FOR LIFE
By Adnews Staff
The Atlantic Lottery Corporation launched a new scratch and win game yesterday called "Set for Life." The game is the first of its kind in Atlantic Canada and awards winners the top prize of $1,000 a week for 25 years. Top prize winners also have the option to take a lump-sum payment of $675,000. "This is a game that will enhance the lives of our top prize winners and we think our players are really going to enjoy it," said Jeff Salvis, vice-president of marketing for the ALC. Salvis added similar games have been launched by other lottery jurisdiction in Canada and the response from players has been great. Promotional support for "Set for Life" includes television advertising and in-store POS. Creative used in the television advertising was adapted from the Ontario Lottery Corporation's "Cash for Life" campaign created by Marshall Fenn Communications of Toronto. The OLC launched "Cash For Life", in which grand prize winners are awarded $1,000 a week, last year. Set for Life tickets are sold for $4. Advertising for the Atlantic Lottery Corporation is done by Cossette Atlantic, which also handled the adaptation.