A new positioning campaign for Manitoba Liquor & Lotteries has recently rolled out to broaden the appeal of the Casinos of Winnipeg properties. The campaign features a full slate of creative and a refreshed website to introduce the city’s two casinos as all-in-one entertainment destinations. Customer research shows that many Winnipeggers are unaware of recent, extensive infrastructure enhancements and entertainment updates at the casinos. And many don’t consider casinos when planning a social night out with friends. Campaign creative focused on a shareable casino experience that goes beyond the gaming experience.

“One of the ideas that guided us as we developed the campaign and website was that Casinos of Winnipeg are like amusement parks for adults, where a variety of fun adventures take place in one space, and are shared together in person and digitally,” said Jesse Cringan, VP client services at McKim. “Younger audiences in particular want to star in their own online movie, and then later re-experience it through social sharing.”

Media includes videos, web ads, out-of-home digital and print. The campaign has rolled out in the Winnipeg market as well as in surrounding areas in Canada and the U.S.


Digital outdoor




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