EMI Music and Pollard Banknote to Launch Music Lottery Ticket Program Worldwide



    
       EMI is First Recorded Music Company To Strike Exclusive Deal for
          Global Lottery Program That Will Feature Prizes Including
                 Music Downloads, Ring Tunes, Merchandise And
                          One-Of-A-Kind Experiences
    

    WINNIPEG and LOS ANGELES, April 1 /CNW/ - Pollard Banknote, a global
leader in the production and merchandising of instant lottery tickets, and EMI
Music, one of the world's leading music companies, have teamed up to launch a
global, music-themed lottery ticket program. This is the first deal of its
kind between a recorded music company and an instant lottery ticket
manufacturer.
    Pollard Banknote, based in Winnipeg, Canada, manufactures instant tickets
for 45 lotteries worldwide, including some of the largest and most respected
lotteries in the United States, Canada, Europe, Asia, and Central and South
America. Pollard Banknote's Licensed Games Division brings lotteries expertise
in ticket design and manufacturing, prize structure consultation, and
post-game analysis.
    Under the new agreement, Pollard Banknote will offer lotteries a unique,
branded program that features content and prizes exclusively from EMI Music
artists.
    Pollard Banknote and EMI Music will back the music-based instant ticket
program with completely integrated marketing services, including merchandise
selection and fulfillment, publicity and promotional opportunities, and second
chance draw process management (including all customer service and Internet
marketing).
    Players who purchase the jurisdiction-specific, music-themed instant
lottery tickets created by Pollard Banknote will have the chance to win music
downloads, ring tunes, merchandise, and "one-of-a-kind" experiences from EMI
Music's chart-topping artists and music legends. Winning ticket holders will
be able to redeem EMI-specific prizes using a unique download code from their
winning ticket at secure websites created for each lottery by EMI Music.
    "Lotteries all over the world will now have the ability to work with EMI
Music's entire digital roster of music from today's stars and legendary
artists as a marketing tool to create an emotional connection with fans in the
coveted 18- to 35-year-old demographic," says Sina Aiello, Director, Licensed
Products, Pollard Banknote. "We are pleased to offer our customers a vast, new
array of compelling instant prize and second chance draw options that will
really resonate with music fans."
    "Adding music as a prize element to a lottery program is an entirely new
and exciting enterprise," said Ronn Werre, President, EMI Music Services.
"This was the result of a great collaboration between Pollard Banknote - a
very creative and innovative partner - and EMI's Brand Partnership team, which
is all about developing new ways to help brands connect with consumers through
music. These exciting new music-oriented prizes will introduce a whole new
group of fans to the digital music experience and help them discover EMI
Music's artists."

    About Pollard Banknote Limited Partnership

    Pollard Banknote Limited Partnership ("Pollard Banknote") is one of the
world's leading full-service lottery vendors and is a major supplier to North
America's charitable gaming industry. The firm manufactures instant tickets
and provides related programming, design, and marketing support. As well,
Pollard Banknote manufactures ticket vending machines, pull tab tickets and
bingo paper, and supplies lottery management services (including warehousing
and distribution). Established in 1907, the firm is owned by the Pollard
family and the Pollard Banknote Income Fund.

    About Pollard Banknote Income Fund

    Pollard Banknote Income Fund (TSX: PBL.UN) is an unincorporated, open-end
trust which owns 26.7% of Pollard Holdings Limited Partnership, which in turn
owns Pollard Banknote Limited Partnership.

    Forward-Looking Statements

    This press release may contain forward-looking statements relating to
expected future events and financial and operating results of the Pollard
Banknote Income Fund ("the Fund") or Pollard Holdings Limited Partnership that
involve risks and uncertainties. Actual results may differ materially from
management expectations as projected in such forward-looking statements for a
variety of reasons, including market and general economic conditions and the
risks and uncertainties detailed from time to time in the Fund's periodic
reports and registration statements filed with the Canadian securities
regulatory authorities. Due to the potential impact of these factors, the Fund
disclaims any intention or obligation to update or revise any forward-looking
statements whether as a result of new information, future events or otherwise,
unless required by applicable law.

    About EMI Music

    EMI Music is one of the world's leading music companies. EMI Music
represents artists spanning all musical tastes and genres. Its record labels
include Angel, Astralwerks, Blue Note, Capitol, Capitol Nashville, EMI
Classics, EMI CMG, EMI Records, EMI Televisa Music, Manhattan, Mute,
Parlophone and Virgin.





For further information:

For further information: For Pollard Banknote: Sina Aiello
(saiello@pbl.ca), Director, Licensed Games, Pollard Banknote, Phone: (204)
474-2323, www.pollardbanknote.com; For EMI Music, Jeanne Meyer, Senior Vice
President, Corporate Communication, EMI North America, Phone: (212) 786-8850,
www.emi.com


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