Atlantic Lottery: Askaway

The Atlantic Lottery is a government-owned lottery that operates in four Canadian provinces. Historically it has supplied over $6bn in funding for roads, healthcare and education, but it was struggling due to negative public perceptions and unfavourable media coverage.

Atlantic Lottery: Askaway

Revolve

Section I — Basic information

Business Results Period (Consecutive Months): June 2011 – May 2012

Start of Advertising/Communication Effort: June 2011

Base Period as a Benchmark: March 2010 (baseline research numbers)

Section II — Situation analysis

a) Overall Assessment

Established by the four Atlantic provincial governments in 1976, Atlantic Lottery is a crown corporation responsible for the operation, regulation and management of the lottery in Atlantic Canada. As a crown corporation, Atlantic Lottery is accountable to the provincial government owners and, therefore, the people of Atlantic Canada.

Atlantic Lottery was created to provide...

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