The Virginia Lottery launched its new Everyday Wins ad campaign. It is a very different strategy for the Virginia Lottery.
“In the past, we have focused on individual games for our ad campaigns, with the exception of holiday,” said Terri Rose, Director of Marketing, Virginia Lottery. “We’ve now created a campaign that will run from June through December, with the creative changing every 45 days to feature a broad number of scratch games in our portfolio. We hope to increase sales by promoting a significant number of games in our portfolio (at minimum 15) of scratch games. In addition, with a seven-month media buy in place, we were able to achieve a number of cost savings and truly maximize our budget.”
Rose added that the lottery is “really excited as we head into FY22, we’ve got some great games lined up along with our new advertising approach and we’ll be glad to share results as we have them.”