Pollard Banknote and Cadillac®: Driving Excellence

Huge Success for Pollard Banknote's Cadillac® Licensed Game in U.S. Markets!

WINNIPEG, Aug. 13, 2012 /CNW/ - Pollard Banknote Limited (TSX: PBL) (Pollard Banknote), a global leader in the production and merchandising of instant lottery tickets today announced the Cadillac® instant ticket as the latest success in Pollard Banknote's Licensed Products portfolio.

The D.C. Lottery's Cadillac® Riches instant ticket has become the best selling $5 lottery ticket in the Lottery's history and the recently launched Cadillac® instant game ticket from the Georgia Lottery has also been a hit, selling 47% of the tickets in the first two weeks on the market. These Lotteries are the latest of several jurisdictions to experience success since the Cadillac® Licensed Product was launched.

"We're very pleased by the sales results in D.C. and Georgia," said Sina Aiello, Vice President, Marketing. "When you have tickets that look this great and you can support it with Pollard Banknote's highly effective integrated marketing program, it's bound to resonate with the public and they'll respond with sales like this," Aiello continued.

"The Cadillac® Riches scratch ticket was the most successful $5 ticket ever launched by the D.C. Lottery. It was a super-charged success on all eight cylinders," said Buddy Roogow, Executive Director, D.C. Lottery, enthusiastically.  "The combination of outstanding graphics, a beautiful design and a hot vehicle won the day!"

Launched in January 2012, the D.C. Lottery's ticket was the first Cadillac® branded ticket to feature a number of Pollard Banknote proprietary technologies including Scratch FX® and a Quick Link™ code.

Scratch FX® replicates the sparkle of either foil or holographic foil and when combined with a classic black ticket, creates an eye-catching design. The Quick Link™ provides non-winners the ability to scan the code and go directly to the lottery micro-site and enter a second chance draw to win a Cadillac®.

"Our players love this Cadillac® ticket," said Margaret DeFrancisco, CEO, Georgia Lottery. "In its first few weeks in the market, the ticket sold 51% faster than other $5 tickets and in fact, after only seven weeks, we are virtually sold out. They've become a hot commodity in the market! We couldn't be more pleased."

"Lotteries are able to customize a program specifically for their market, including choosing from a slate of Pollard designs, games, research and marketing services. The D.C. Lottery chose to focus on the CTS model while the Georgia Lottery has three different ticket designs, each featuring one of two CTS models or an Escalade SUV, with an opportunity for players to win one of the three Cadillac vehicles. Either way, winners in both lotteries can find themselves driving off in one of the world's most prestigious luxury brands.

In addition to designing, programming and printing the Cadillac® ticket through its Licensed Products group, Pollard Banknote offers lotteries a customized integrated sales and marketing program for all Licensed Product launches. The integrated turnkey marketing support program can include everything from focus testing, sales analysis, traditional and digital advertising campaigns, micro and mobile site design and development, point of sale support for retailers and even prize fulfillment.

About Pollard Banknote Limited

Pollard Banknote Limited is one of the world's leading full-service lottery vendors and is a major supplier to North America's charitable gaming industry. The company manufactures instant tickets, provides related programming, design, and marketing support and is an innovator in the development of technology for the next stage of non-traditional tickets including online, social media and digital applications. As well, Pollard Banknote manufactures pull tab tickets and bingo paper, and supplies lottery management services (including warehousing and distribution). Established in 1907, Pollard Banknote is owned approximately 73.5% by the Pollard family and 26.5% by public shareholders and currently serves more than 50 lotteries worldwide, including some of the largest and most respected lotteries in the United States, Canada, Europe, Asia, and Central and South America.

SOURCE: Pollard Banknote Limited

Sina Aiello
Vice President, Marketing
Pollard Banknote
Tel: [phone] ext. 560
Fax: [phone]
[email protected]