The latest set of news coming from the Ontario Lottery and Gaming Corporation is that it has inked an agreement with Taxi. Through this arrangement, the Crown agency has now added the company to its line-up and made it creative and strategy AOR for its regional lottery and brick-and-mortar gaming brands. Some of its local brands include Lottario, Keno, and Ontario 49.
The OLG is a state-run corporation that is responsible for conducting a regulated lottery, gambling, and sports betting for the province of Ontario. All of the Crown corporation’s proceeds are reinvested into the province’s economy. And after the deal with Taxi, the OLG confirmed that The Hive, BBDO, and FCB, are still part of its roster of agencies.
- Focusing on Sustainable Growth
A spokesperson for OLG, Tony Bitonti, indicated that the unprecedented situation has had an impact on how players shop and interact with lottery products. He explained that the agency must review how to sustainably grow its operations and prioritize spending in efficient ways. He added that the OLG is always looking for agencies with fresh ideas and perspectives to help it expand.
Maxine Chapman, OLG’s vice-president of brand and marketing officer commented that Taxi has stood out as a new player on the government roster. The VP elaborated that the group impressed the Crown with its understanding for the gaming business, its ability to lead large, complex, multi-platform campaigns, while also having much-needed experience with many and popular Canadian brands.
Taxi Canada president Emma Toth stated the Crown corporation is one of the most creative and visible accounts in the country and this collaboration arrives at a crucial time in the category’s history. She commented that soon the organization will start to talk about its future plans for the OLG with its management and that the team is excited to join efforts with the Crown.
In addition to that, Ms. Toth shared her excitement about working with the OLG and noted that the agency will be using its expertise from 30 years of creating iconic Canadian brands. Recently, the OLG has enjoyed a tremendous track record of green-lighting breakthrough, award-winning work, which can be accredited to a major degree to its FCB partners.
- Presenting Lotto Max Dream Bars
Just last week, the OLG announced a collaboration with the Toronto-based ice cream shop, Creamery X on a new Lotto Max ice cream. The product comes in four flavours and its objective is to give locals a taste of the millionaire life. It will be available at select events this summer, and each comes with a scannable code for a Lotto Max ticket.
- Extending Operator’s Contract
More recent activities from the Crown corporation saw it award a contract extension to the operator of Caesars Windsor Casino – Caesars Entertainment Windsor Limited. Under the current contract, the company will operate the casino until August 2024, however, with the improved contract the company will remain the manager of the property to at least August 2025.
For More Details: