Brand Tone

Community-Oriented, Exciting, and Trustworthy

Brand Values

• •Community Support
• •Transparency and Integrity
• •Collaboration
• •Adaptability
• •Appreciation

Best Practices

• •Always Emphasize the "Win-Win": Every piece of copy, from social media posts to website banners, should connect the thrill of winning with the positive community impact. Use phrases like "Your win is our community's win."
• •Maintain a Tone of Excitement and Urgency: Use dynamic language, countdowns to draw deadlines, and regular updates on the growing jackpot to build and sustain excitement.
• •Spotlight the Beneficiaries: Regularly share stories and updates from the CPDMH Foundation and the Legion. Showcasing new hospital equipment purchased or a Legion program funded by the lottery makes the impact tangible for participants.
• •Celebrate the Winners: Make winners feel special with public congratulations on the website, social media, and in local news. This provides social proof and encourages others to participate.
• •Be Transparent in All Communications: Clearly state the rules, ticket prices, and draw times. Consistently mention the partnership with the AGCO to reinforce trust and legitimacy in all marketing materials.

Social Perception

The public perceives cpcatchtheace.ca as a positive and impactful community initiative. It is seen as a fun and exciting way to support essential local services. Participants feel good about where their money is going, often choosing this lottery over larger, provincial ones because of its direct local impact. The lottery is viewed as a "community celebration where everyone benefits." This perception is strengthened by news stories that celebrate large wins and highlight the significant funds raised for the hospital and Legion. The association with the hospital and the Legion lends it a high degree of credibility and goodwill. Players trust that the funds are being used responsibly to improve healthcare and support veterans.

Copy Examples

• •Headline: Your Ticket to a Bigger Jackpot and a Stronger Community. Body: The CP Catch the Ace progressive jackpot is growing every week! For as little as $10, you get a chance to win big while helping to fund vital equipment for our hospital and support our local veterans. It’s a win for you and a win for Carleton Place. Buy your tickets now!
• •Headline: Feel the Thursday Thrill! Body: The excitement is building! Don’t miss your chance to be our next weekly winner. The Ace of Spades is still hiding, and the jackpot is getting bigger by the minute. Tune in to our live draw on Facebook this Thursday at 6 PM. Get your tickets before the 5 PM deadline and you could be our next big winner!
• •Headline: More Than Just a Lottery. It's a Lifeline. Body: Every ticket you purchase for CP Catch the Ace makes a real difference. You're supporting life-saving care at the CPDMH and essential programs at the Royal Canadian Legion. Play today for your chance to win the massive progressive jackpot and be a hero to your community.
• •Headline: Last Week's Winner Took Home $4,035! This Week, It Could Be You. Body: Congratulations to our latest weekly winner! The grand prize is still up for grabs, and with every ticket sold, the jackpot grows. Your support has already raised over $400,000 for local causes. Join the excitement and get your tickets for this week’s draw!
• •Headline: Why Play CP Catch the Ace? Because Your Support Stays Here. Body: When you play our lottery, you know exactly who you're helping: your neighbours, your friends, and your family. All proceeds stay right here in Carleton Place, funding our hospital and Legion. Play with purpose. Win with pride.