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LOTTO MAX New $70 Million Tuesday Draw
Client
Ontario Lottery and Gaming Corporation
The Opportunity
We helped mark a new chapter in Canadian lottery history with the launch of a brand-new $70M Tuesday LOTTO MAX draw.
The Results
We secured coverage with all major television morning shows in activation markets - Breakfast Television, Global Morning Show, CP24 Breakfast and CTV Morning Live Ottawa. The campaign generated nearly 73M earned impressions, 246 stories, 39 spokesperson interviews, and 98% key message penetration. Now that's BIG.
Next PR partnered with The T1 Agency and hijacked a popular Tuesday tradition - Taco Tuesdays - to drive awareness and consumer engagement for the new Tuesday draw. On Tuesday, May 14, 2019, we created ""Let's Taco-bout Tuesdays"" -- a delicious market launch pairing beloved Toronto chef Matt Basile, a huge bright green taco truck, three new dreamy taco recipes, breakfast show live eyes, a consumer sampling event at RBC Square in downtown Toronto and in ByWard Market in Ottawa, influencer 1:1 interviews and tastings, and radio promotions -- all to inspire people to dream BIG.
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