The Kansas Lottery’s new advertising campaign spotlights the “Book of Luck.”
The campaign outlines different chapters in the book that are represented by the games within Kansas Lottery’s portfolio. “We kicked off the campaign by launching Powerball and Mega Millions, which happened to coincide with the jackpot run,” explained Stephen Ortiz, Director, Marketing & Sales, Kansas Lottery.
“With the recently launched ‘Book of Luck’ campaign, each commercial focuses on a specific draw game, such as Powerball, Mega Millions, Lotto America, Lucky for Life, Pick 3, and 2by2. Each chapter focuses on a specific draw game and informs the audience of how to play, as well as its top prizes,” said Ortiz.
In January, the lottery began running its Book of Luck spot which features the X Family of Games (FOG). Naturally the “siblings” are fighting for top billing.
“Beginning in January, we launched the X games family. This ever popular brand has become an anchor within our instant ticket portfolio,” said Ortiz. 
Kansas Lottery is also relying on the NFL and college sports as a theme for scratcher games. “The NFL and college sports have provided an entertainment outlet for many during the pandemic, so why not add some additional excitement with instant tickets to go along with your favorite game? Our Sports Marketing of instant games is represented by the $5 World Champion Chiefs Ticket and $5 Rivalry Riches, which is a one-of-a-kind instant ticket representing the in-state rivalry between Kansas State University and the University of Kansas. The designs of these games are almost too good to scratch, featuring holographic elements and team logos or banners! Both games have been supported by advertising efforts that are coordinated with the games and respective teams,” said Ortiz.