OLG Poker Lotto

Due North Communications

Section I — Basic information

Business Results Period (Consecutive Months): September 2010 - March 2011
Start of Advertising/Communication Effort: September 6, 2010
Base Period as a Benchmark: N/A: the brand did not exist prior to Sept 2010

Section II — Situation analysis

a) Overall Assessment

Remember London Life's Freedom 55? Nowadays, the notion of "Freedom 6/49" as a retirement fund seems more accurate than ever. Lotteries are being played by an aging group of people, and OLG's Lottotrack shows a decline in lotto sales among the 19-34 year old segment.