OLG debuts Instant Gold Pursuit lottery ad campaign

January 18, 2024
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The scratch ticket game offers 50 top prizes of $100,000.

Canadian advertising agency Taxi has teamed up with the Ontario Lottery and Gaming Corporation’s (OLG) on a new ad campaign called $25 Instant Gold Pursuit, according to a Little Black Book local news report.

During the next several months, the spots will air on television, as well as on out-of-home, digital, social and OLG-owned channels.

The instant ticket campaign combines a classic lottery draw concept with scratch tickets. Lottery tickets went on sale January 8.

With Instant Gold Pursuit, players have the chance to search for tickets that contain previously drawn winning numbers. The game offers 50 top prizes of $100,000.  

Taxi Executive Director further explained the concept by saying, “The idea of 50 winning tickets each worth $100,000 being out there in different stores across Ontario is pretty exciting.

“To capture that excitement, we thought it’d be a lot of fun to make people look differently at the stores they pass every day and tell them: that’s not a store, it’s a potential gold mine.” 

OLG VP Brand and Marketing Officer Maxine Chapman said collaborating on the campaign is a chance to offer players throughout the province access to quality lottery games.

She commented, "Our new take on a scratch and win ticket is really exciting and engaging for players, and so we wanted the campaign to match that feeling.

“The thrilling experience of hunting for gold really hit the mark. I’m excited to watch as, one by one, Ontarians find these golden tickets and bring home the win!” 

In other news, the OLG will have to decide which company will hold licensing for Caesars Windsor. Three heavy hitters have submitted applications for the chance to gain control over the casino’s blackjack tables and slot machines.

Up to now, Caesars Entertainment has held licensing to operate the casino. However, Bally’s Corp and Mohegan Gaming and Entertainment have shown interest in an operating license for Caesars Windsor.


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