The Atlantic Lottery Corporation has launched an interactive website, AskAway.ca, as part of a campaign to combat negative perceptions about the organization.
ALC, which is jointly operated by provincial gaming corporations from Nova Scotia, Newfoundland, Prince Edward Island and New Brunswick, launched the site last week.
Upon arriving at the site’s homepage, visitors can view one of a series of introductory videos. One of which depicts Atlantic Canadians talking about why they play the lottery, while another shows citizens pondering where ALC’s profits are directed.
ALC answers many of these questions on its site. Other issues addressed on the site are questions about ALC ownership, policies to guard against problem gambling and winners’ payouts.
Users can also pose their own questions and post comments using interactive tools on the site, which was co-created by Bedford, N.S. agency Revolve and Seattle-based firm Digital Kitchen.
The two agencies also collaborated on a marketing campaign that includes television and print advertising.
According to Matthew Allen, creative director at Revolve, the project arose in response to research conducted last year by ALC that indicated many consumers were uninformed or misinformed about the organization.
Allen said the campaign specifically targets citizens who are particularly influential in shaping public opinion.
“We call them ‘involved Atlantic Canadians,’” said Allen. “They’re opinion leaders that might call in to the CBC or be active in submitting letters to the editor. That’s who we set out to get information to.
“For a corporation to be fully prepared to speak openly and honestly to Atlantic Canadians and answer any questions that they may have was really, we thought, a bit of a first for a corporation of that stature.”
Allen said television and print creative would appear in the coming weeks. He added that ALC will also share information via interactive stations at live events and festivals in the region this summer.
