“We will be shifting to a more consistent, category-wide message, rather than multiple product-specific media bursts. This strategy will align with our overall focus to improve the Illinois Lottery brand and continue to build our relationship with players. This strategy will focus on speaking to a broader audience to increase participation across new, infrequent, and lapsed players.”—Evan Laya, Senior Marketing Manager, Instant Tickets, Camelot Illinois.
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