The 2018 edition of Full House Lottery has just launched, as the Lottery celebrates its 25th Anniversary. Calder Bateman has been there since the beginning.
In these past 25 years, the Lottery has raised $77 million for the Royal Alexandra and University Hospital Foundations, with major impact on causes throughout the two hospitals. This year the Lottery supports emergency services at the University Hospital and women’s health at the Alex and we urge everyone to buy tickets.
Calder Bateman has served the Foundations as the lead partner on this project, undertaking both the marketing and management of the Lottery, including the prize development. It’s been a core part of our company and we are especially proud that this Lottery, on a per capita basis, has been the most successful hospital lottery in Canada.
But what a difference 25 years can make.
We have staff who weren’t even born when the Lottery launched. In the nineties, the Lottery offered four dream homes and many more small prizes, allowing us to claim 1 in 20 chances to win. Early bird prizes were vehicles like a Porsche Boxster or a BMW, worth $25,000.
A scan from the 1997 Full House Lottery Brochure.
Now the Lottery offers a downtown condo, overlooking the arena – plus a BMW i8 – an Early Bird package worth over $600,000. And this year’s Grand Prize Dream Home has the highest value ever, at over $2.2 million, and it features include a third floor patio.
The marketing process is almost unrecognizable from 25 years ago. In its first year, Full House sales only occurred in-person through retail outlets and the dream homes, or by mail. Telephone ordering was added but mail dominated for a number of years. There were also significant sales by fax! Now, over 50% of sales occur online, followed by phone, with mail still representing around 20% of sales.
If you want to experience just how much Full House Lottery has meant to Albertans, watch the two videos below. They feature patients from both the University and Royal Alex hospitals, telling their stories to Lottery purchasers.
We at Calder Bateman are truly honoured to have been part of this process on behalf of two of the most important Foundations in our city, and hope you join us as we celebrate 25 Years of Full House Lottery.