HOSPITALS JOIN FORCES TO RAISE MONEY
By Adnews Staff
Four Ontario hospitals have teamed up to raise money for improved patient services, equipment and research. Hamilton Health Sciences Corp., Mount Sinai Hospital, St. Michael's Hospital and The Toronto Hospital launched a lottery this week, giving away luxury homes, 50 vacations, 27 vehicles, 23 recreation vehicles, 4,300 Sony electronic prizes and 4,219 cash prizes of $150 or more. The Early Bird prize packages include a $1 million cash prize, a 1998 Porsche Carrera Coupe and a $25,000 dream vacation with $10,000 in spending money. The lottery is being promoted using TV, radio and print ads, as well as direct mail and public relations. The campaign was created by Montana Steele Advertising of Toronto. The slogan for the campaign is "Think Big. Think Bigger. Win Mega." The direct mail piece is 11" x 17" unfolding to a size of 35" x 22", showcasing all the prizes that can be won. Montana recently got the project after a review that initially involved six other agencies, with the final battle being between Montana and Noodle Communications of Toronto.