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Press release from CNW Group

Pollard Banknote Adds The Iconic Lava® Lamp Brand to its Licensed Product Offerings

Thursday, June 27, 2013

Pollard Banknote Adds The Iconic Lava® Lamp Brand to its Licensed Product Offerings

17:18 EDT Thursday, June 27, 2013

WINNIPEG, June 27, 2013 /CNW/ - Pollard Banknote Limited (TSX: PBL) ("Pollard Banknote"), a global leader in the production and merchandising of instant lottery games, is pleased to announce the addition of Lava Lite LLC®'s Lava® Lamp brand to its portfolio of licensed products.

Lava® Lamp, the trendy liquid motion lamp introduced in the 1960s, enjoys a high rate of brand awareness in the United States - 83% of Americans have heard of the product. Nearly one in two adults has owned a Lava® Lamp at one time, while one in eight households currently owns one. The fact that it appeals to all age categories, including the highly attractive 18 to 34 year-old demographic, makes Lava® Lamp an ideal licensed property for the instant ticket category.

Stars like Paul McCartney perform with Lava® Lamps on stage, and Google decorates its staff 'quiet room' with them, providing further evidence of the famous lamp's pop culture status. In recognition of its renowned shape, the Lava® Lamp is on permanent display at the U.S. Patent and Trademark office, along with other iconic shapes such as the Coca-Cola® bottle, McDonald's® arches, and Mickey Mouse®'s ears.

"This brand opens the door to creating a bright, visually striking ticket that commands attention at retail while showcasing key brand attributes," explained Pollard Banknote's Vice President, Marketing, Sina Aiello. "Whimsical ticket art that incorporates fluorescent inks, multi-colored translucent ink on the play areas, and Pollard Banknote's patented Spectrum Scratch FX® which mimics the look of colored foil, can be complemented with an exciting promotional platform. Promotions will focus on user-generated contests, such as inviting players to submit their Lava® Lamp stories or photos for a chance to win a room makeover. Lava® Lamp's social presence on popular sites such as Facebook, Twitter and Pinterest can help lotteries elevate their social media tactics. Creating a Pinterest campaign or a Facebook promotion are powerful ways to create word-of-mouth buzz about a Lava® Lamp instant game."

Pollard Banknote's turnkey integrated marketing program provides many elements, including web-based interactive gaming, second chance drawings, digital and social media campaigns, POS support, and game sales analysis.

Lava® Lamp is part of Pollard Banknote's sales-driving portfolio of high profile brands that are selected to appeal to the existing lottery player while attracting new players that are brand loyal. Current licenses include, among others, Cadillac®, Star Trek™, Tetris™, and Guinness World Records®.

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 lottery tickets and provides related programming, design, and marketing support. 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. For more information, please visit our website at www.pollardbanknote.com.

Forward-looking Statements

Certain statements in this press release may constitute "forward-looking" statements and information, which involve known and unknown risks, uncertainties, and other factors that may cause actual results, performance, or achievements to be materially different from any future results, performance, or achievements expressed or implied by such forward-looking statements. When used in this document, such statements include such words as "may," "will," "expect," "believe," "plan," and other similar terminology. These statements reflect management's current expectations regarding future events and operating performance and speak only as of the date of this document. There should not be an expectation that such information will in all circumstances be updated, supplemented, or revised whether as a result of new information, changing circumstances, future events, or otherwise.

SOURCE: Pollard Banknote Limited

For further information:

Sina Aiello
Vice President, Marketing
Telephone: (204) 474-2323
E-mail: saiello@pbl.ca

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