OLG begins Wintario campaign
By Derek Winkler
The Ontario Lottery and Gaming Corporation has begun a campaign called “Welcome to Wintario” to coincide with the 50th anniversary of the Wintario lottery. The campaign features actors Jay Baruchel and Jonathan Langdon, as well as Faye Dance, the original host of the lottery broadcast from 1975. It consists of television, out-of-home, digital and social media advertising. The campaign also includes installations in Ontario communities in the form of an oversized board game, as well as an online draw for a grand prize of $1 million. The campaign was developed by BBDO Canada, with media work by Weber Shandwick and experiential work by Momentum Worldwide.
“Many people don't realize 100% of OLG's profits are reinvested in Ontario, with approximately $62 billion benefiting communities since 1975,” said Maxine Chapman, brand vice-president at OLG. “OLG’s ability to give back to communities is only possible thanks to our players, so we wanted to use this opportunity to recognize and celebrate them by giving them even more ways to win.”