Maltco

OGILVY MALTA SELECTED TO LEAD MALTCO LOTTERIES’ CORPORATE REBRANDING USING STRATEGIC PR.


Maltco Lotteries, Malta’s national lottery brand, appointed Ogilvy Malta in March 2016 as their primary communication partner and PR strategist to implement a 3-year programme to project Maltco’s brand values to various communities; players, agents, employees, NGO’s, the regulator, public entity stakeholders and the general public.

Ogilvy embarked on in-depth research in each area to track perception about Maltco’s brand and to pinpoint areas where communications can be used and to what effect. The findings of this qualitative research was then meta-analysed using additional data using conjoint analysis so that a full picture of the communication task could be created. Ogilvy then developed a strategy and began implementation in April, using various media and events.

Maltco is contributing to Malta’s economy through job creation and investment as well as to social well-being through an on-going programme of financial support to the Responsible Gaming Foundation, the Good Causes Fund, and to those most in need in the community. Ogilvy selected these triggers as the departure point for a sustained communications campaign.

Maltco is contributing to Malta’s economy through job creation and investment as well as to social well-being through an on-going programme of financial support to the Responsible Gaming Foundation, the Good Causes Fund, and to those most in need in the community. Ogilvy selected these triggers as the departure point for a sustained communications campaign.

Maltco’s mission is to provide a wide spectrum of entertaining games of chance and skill to players in Malta, within a transparent and accountable environment, based on Responsible Gaming Principles. The company regularly trains their 600 agents in Responsible Gaming. Maltco is certified by the World Lottery Association’s Responsible Gaming Framework and by the European Lotteries Responsible Gaming Standards. This is the underpinning for all Ogilvy’s work in the category.

Maltco has been entrusted to operate the national lottery on behalf of the Maltese government. The lottery industry in Malta stands out by virtue of several unique features, but the most distinctive is the protection of those who are potentially vulnerable in society through Responsible Gaming principles.

Responsible Gaming is a framework in the gaming industry promoted and supported heavily by Maltco, to ensure their entertainment services and associated player offerings uphold the highest standards to secure a fair and safe gaming experience that protects players, minors and vulnerable persons from any adverse consequences of gaming and gambling.

This entertainment element surfaces and re-surfaces across all Ogilvy-driven communication activities. Within this regulated category, and according to the ethical principles that remain at the heart of all Maltco’s operations, Ogilvy seek to develop the emotional connection between the Maltco brand and its various communities.

Maltco Lotteries CEO Vasileios Kasiotakis said: “We chose a world-class communications partner to take the next steps in Malta. We are delighted to have Ogilvy as our communications partners for the next few years.