The British Columbia Lottery Corporation (BCLC) is looking for a new, broader set of agencies to help build its lotto, casino and online gambling businesses.
Up to 32 marketing and communication companies could land a minimum five-year contract with the Crown corporation that oversees gambling in the province, according to BCLC spokesperson Angela Law.
“We are looking to create a roster of professional agencies and partners to help us strengthen and expand our marketing expertise,” Law told Marketing.
She said the winning agencies could have the opportunity to expand those contracts by another five years, for a total of up to 10 years.
“We are looking for long-term partners to get on board with us and help us grow,” she said.
The BCLC is looking for agencies in four areas: Eight in marketing and communication including strategy and branding, 18 for freelance services including copywriting and user experience, two in media buying and planning, and four for digital services to help with mobile and search engine optimization.
“We are looking for a variety of backgrounds,” said Law, adding that BCLC is encouraging small and medium sized businesses to apply, alongside larger agencies.
There is no specific volume of work the BCLC is targeting per agency, or a set value, Law said. The work will cover its three main business areas — online gaming, casinos and lotto — as well as its messaging around responsible gambling.
The six-step bid process started this week with a request for pre-qualification, which expires on March 14. The bid process isn’t restricted to B.C. companies, Law said.
BCLC is also hosting an information session on March 7 for agencies vying for a contract.
The bid process comes as some of BCLC’s existing marketing and communication contracts are set to expire.
It currently works with agencies such as DDB Canada, Camp Jefferson, Noise Digital and Taxi, as well as media buyers OMD and digital services firm FCV.
Law wouldn’t comment on whether the next crop of agencies will be asked to change BCLC’s current marketing strategy.
One of its more recent campaigns, developed with Taxi, was to broaden the appeal of its casinos to non-gamblers by promoting the dining and entertainment options, including comedy and musical acts.
BCLC’s last request for proposals was in 2010, when it sought out a media planning and buying agency for a three-year term with an option to renew for up to two years.
