ONTARIO LOTTERY PREPARES MILLIONAIRES MONTH PROMOTION
By Adnews Staff
The Ontario Lottery and Gaming Corporation has begun a promotion during which July will be dubbed "Millionaires Month" in support of a new game by same name. The lottery will consist of a draw each day during the month. Twenty-seven daily prizes of $100,000 will be made available, along with three weekly prizes of $1 million and a grand prize of $5 million. The tickets bear a scratch square for each day of the month and several instant win sections. Advertising for Millionaires Month will include a four-week print advertising campaign in major daily newspapers, five weeks of television advertising in late May and early June, 10-second radio clips and in-store materials. A newspaper ad displaying the winning numbers will run at the end of the game on July 31. The creative, which makes use of characters in top hats and tails, was created by Marshall Fenn Communications of Toronto.