OLG.ca Website Launch

Teaser, Transition, Launch, and Post-Launch Content

THE BRIEF: Create a multi-channel campaign across the web, email, search, and social media announcing the launch of the new OLG.ca.

THE IDEA: ‘Blast Off’ | Creative Direction: The word PLAY literally blasting off OLG, bringing the play to our players. | Messaging: Our next level of online gaming…launching soon!

THE EXECUTION: A phased approach to (1) tease the new site, (2) assure existing players their play history will be kept safe and secure during the transition, (3) launch the new site across all channels, and (4) offer limited-time promotions to both new and existing players as a warm welcome to the new site.

THE RESULTS:

Over 10,000 new site visits within the first week of launch
Player registration targets exceeded by 30%
Positive feedback of more than 35% was received toward the new site’s features

MY ROLE: I was the lead Senior Copywriter throughout the entire project, from creating the pitch presentation to proofreading the last pieces of post-launch content before publication. I also took on the role of Project Manager during the Transition and Launch Phases when our team needed additional assistance in that department.

TEASER CONTENT

ENGLISH WEBSITE VERSION

French Website VERSION

TRANSITION CONTENT

Player’s Scoop was a series of emails sent to existing players during the final development touches of the new site, letting them in on what’s about to happen, what’s new, what’s leaving, and what to expect.

This allowed us to introduce our new look and feel, utilize GIFs within the email banners to catch their attention, and start talking to them in a more personal, conversational tone.