The waves, the sunset, the sailboat - it all adds up to one of our region's most well-known brandmarks: Atlantic Lottery.
So when we were asked to evolve the Atlantic Lottery brandmark, we felt like we were taking on a pretty important task. Turns out we were. The new look was unveiled in June to all Atlantic Lottery employees and the pride and enthusiasm they shared with us was overwhelming. But the biggest compliment came when they told us that the new look was 'right on brand'; ALC's history had been preserved, but equally as important, the new brandmark brings the Corporation into the future with a fresh, fun, entertaining and 'feel good' look. And with Atlantic Lottery being such an important part of the region's fabric, we felt like we got to leave our mark, too.
In addition to the corporate new look, Atlantic Lottery also wanted to launch a new public brand positioning. Our team set to work to determine the single promise that ALC makes to all Atlantic Canadians. What we quickly discovered is that for more than three decades, ALC has been creating moments in Atlantic Canada. But, they're not any moments. Whether it's sponsoring festivals and events, giving every penny of their profits back to our communities, or awarding more than 90,000 wins every day, each and every Atlantic Lottery moment is a richer one - sometimes figurative, sometimes literal. The new positioning therefore became Richer Moments.
Using Richer Moments as our starting point, we recently launched the Richer Moments mass campaign, featuring radio spots, print ads, television and cinema.