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OLG breaks new Lotto 6/49 campaign

The Ontario Lottery and Gaming Corporation has begun a new brand initiative for its Lotto 6/49 lottery. Called "Get That 6/49 Feeling," the branding was developed by FCB Canada. This is the agency's first work for the lottery since winning the account in September 2017. The launch campaign seeks to depict various people "experiencing joy in their own unique way." The intent is to focus more on the emotions that come from playing the lottery than on the expectation of winning. The campaign includes a 15- and 30-second commercial called "Joy for All," accompanied by radio, print and digital ads. It will run in Ontario, Atlantic Canada, western Canada and British Columbia.

"The brand has traditionally focused on the feeling of the winning moment or after the win, but the truth is, playing Lotto 6/49 delivers emotionally at every stage of the purchase cycle, win or not," said Jodie Bates, director of integrated marketing communications at Ontario Lottery and Gaming. "We wanted to connect people to the brand at each of these moments."

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