The Oregon Lottery launched its “Celebrating 100 years of Oregon State Parks” Scratch-It on April 13.
“It’s a $5 ticket with a $50,000 top prize. It should be on the market through summer 2022,” said Shad Barnes, Senior Manager, Digital Marketing, Oregon Lottery. “We will have a large ad campaign coming out to support it this summer.”
This artwork features three “authentically” Oregon scenes. “The tickets were designed by Heather Skinner, one of our talented graphic designers here at the Oregon Lottery. She took inspiration from the iconic WPA (Works Project Administration) of the 1930’s and 1940’s. This is a key element of a campaign and a ticket that celebrates 100 years since the establishment of our first state park here in Oregon,” he added.
The lottery is planning a full omnichannel campaign. Barnes said it would include “digital/social, broadcast TV, radio, print, OOH, added value news segments, digital drawings for tickets and commemorative items on our website, and more.”
Although the lottery has sold tickets before promoting a beneficiary, Barnes stressed “never with this level of campaign support and never with this strong of a connection between product and beneficiary all rolled into one fully integrated campaign.”