Panel: Inclusive Marketing
– Alec Esteban Thomson, CEO, Arizona Lottery
– James Hutchinson, Senior VP, Marketing, Georgia Lottery Corp.
– Merrill Fullerton, Account Director, Alchemy3
– Corey Armend, Director, Brand Partnerships, Billboard
– Moderator: Byron La Fleur, Publisher, La Fleur’s Magazine
The Inclusive Marketing Panel—Alec Esteban Thomson, CEO of the Arizona Lottery; James Hutchinson, Senior Vice President of Marketing at Georgia Lottery Corp.; Merrill Fullerton, Account Advisor at Alchemy3; and Corey Armend, Director of Brand Partnerships at Billboard—explored how lotteries can better embrace diversity in their products and advertising. They highlighted initiatives like Arizona Lottery’s Caliente Cash, which partnered with Alchemy3 to create a Latin music-themed game that resonated particularly within Hispanic communities. They also emphasized the need for authenticity in marketing efforts.