Imagine Experience, following a competitive bid process, has contracted with the Interprovincial Lottery Corporation (ILC) of Canada to provide turnkey development and fulfillment of 25 separate travel experience prizes in support of a $10 instant game that will be sold by British Columbia Lottery Corporation (BCLC), Western Canada Lottery Corporation (WCLC), Loto Quebec (LQ), and Atlantic Lottery Corporation (ALC). At the direction of the ILC, the Imagine team has created a truly unique set of ten experiences that form the top prize of the ILC’s Roam ticket, designed to broadly appeal to players across Canada and drive sales among the target demographic of women and men under the age of 35.

In addition to the experiences, Imagine has also been awarded a contract to support the Roam instant game by creating content that includes a microsite, multiple videos that highlight the travel experience prizes, and publishing blogs that showcase the attributes of the experiences. The additional services provide a turnkey solution that brings a streamlined marketing approach across the participating provinces.

Bill McCoy, Founder and CEO of Imagine Experience, said, “We are honored that the ILC has chosen Imagine as its prizing partner to deliver unique and engaging experiences for its newest multi-provincial game. With the next generation of lottery players in mind, the content we are creating will be popular on social media platforms. These campaigns will inspire potential lottery players to participate so they too have a chance to win these incredible experiences offered by the ILC and join in on the conversation by sharing with their social networks.”

Atlantic Lottery is one of the participating Canadian lotteries. Merrill Fullerton, Marketing Manager of Instant Games with Atlantic Lottery, remarked, “For this game we wanted to feature a set of ‘bucket list’ experiences for lottery consumers aged 35 and under. The Imagine proposal best addressed this need, and their creativity really stood out. Adding the services resulted in a seamless program integration, and our players gain from the focused approach to marketing the content directly to where they interact on social media.”