Manitoba Lotteries – We Roll Together Campaign
Case Study
While MCG develops many ads throughout the year to promote specific events at Winnipeg’s casinos, the ‘We Roll Together’ general awareness campaign was created to generate interest and excitement for the collective experience offered by each venue. The purpose of the campaign creative was to communicate the fun and enticing atmosphere offered by Winnipeg’s casinos. Created in 2010, the campaign is still ongoing.
Billboards
Boards featuring the campaign creative can be seen across the city and in rural Manitoba.
Superboards
Highway superboards are posted in rural Manitoba, North Dakota, and northern Minnesota.
Print Ads
Print ads are featured in numerous magazines including Where, Ciao! and Northroots.
Digital Signage
The creative is also displayed on large, digital boards in high-traffic locations such as at the CanWest building on Portage and Main and the Winnipeg Winter Club on Donald Street. Digital signage is both static and animated.
Results
Ongoing market research conducted by Manitoba Lotteries coinciding with the ‘We Roll Together’ campaign kick-off found that both casinos witnessed a substantial increase in their awareness rating following the launch. McPhillips Station increased its awareness rating by 10 per cent (from 56 per cent to 66 per cent) while Club Regent saw an increase of 7 per cent (from 59 per cent to 66 per cent.)
