The British Columbia Lottery Corporation (BCLC) has partnered with marketing agencies Cossette and Visionnaire to bolster its creative and marketing initiatives.

Teams from the two agencies, which are both housed under the Plus Company Canada umbrella, will work together in support of the corporation’s aims to drive business transformation and to revolutionize gambling entertainment in B.C.

“We’re thrilled to dive into this new partnership with the BCLC team,” said Robyn Smith, VP and general manager at Cossette Vancouver. “Building on the trusted partnership Cossette Media already has with BCLC, we’re eager to integrate our team’s superpowers to promote safe, legal gambling entertainment and strengthen BCLC’s brand awareness, growth and reach.”

Visionnaire works largely in the multicultural and diversity branding space and will leverage its expertise in creative development and production to deliver BCLC marketing campaigns that authentically engage and foster stronger connections with those communities in the province.

BCLC says the new creative initiatives reflect its ongoing commitment to innovation, equity and inclusion.

“We’re excited to bring our expertise in multicultural marketing to BCLC’s creative projects,” said Jessica Borges, group vice president and business lead at Visionnaire. “This includes representing British Columbia’s depth of diversity in meaningful and authentic ways, through impactful campaigns that resonate and drive results.”

These new creative initiatives reflect BCLC’s ongoing commitment to innovation, equity and inclusion.

“This work reflects BCLC’s values of respect, integrity, and community,” said Emily McDonald, director of marketing, CRM and loyalty at BCLC. “Their expertise will be crucial in deepening our connection with British Columbians across the province. Together, we’re poised to drive greater impact and empower BCLC to continue creating world-class and responsible gaming experiences.”