The Feb. 29 launch in Quebec is supported by a $600,000 multimedia campaign through PALM Publicite Marketing, Montreal. The slogan "Play for fun, but win for real" is used in TV ads, both in French and English.
In Quebec, a starter kit costing $12 contains a CD-ROM and three $4 tickets. Subsequent tickets can also be bought for $4 each. Once the CD-ROM is inserted in a computer, an image appears on the screen. Players enter an access code found by scratching one of the tickets. The code determines how the game unfolds and whether the ticket is a winner. The player goes through various steps with a main character, and can win free tickets and cash prizes to a value of $25,000.
"Although we decided to offer this unique product in Quebec first, we planned from the start to concentrate efforts on the global marketing of 'Tresors de la Tour' in order to generate an additional source ofrevenue," says Nathalie Rajotte, Ingenio's general manager.
Copyright February 2000, Crain Communications Inc.