La Fleur's Lottery World
    Twitter LinkedIn RSS
    Sunday, June 4
    LOG IN: Purchases & Subscriptions
    La Fleur's Lottery World
    0 Shopping Cart
    • Home
    • Conferences
    • Magazine
    • Store
    • My Purchases
    • White Pages
    • Cart
    La Fleur's Lottery World
    0 Shopping Cart
    You are at:Home»News»Lottery Biz»The Lottery Corporation Launches New Keno Marketing Campaign in Australia
    Lottery Biz

    The Lottery Corporation Launches New Keno Marketing Campaign in Australia

    October 11, 20222 Mins Read
    Facebook Twitter LinkedIn Email

    The Lottery Corporation, headquartered in Brisbane, Australia, worked with their media partner News Corp. instead of their ad agency to create the new Keno product marketing campaign.

    “This was a first for Keno and the newspaper properties were a great way to get the Keno brand out there in a more organic manner,” said Caitlyn Loriente, Senior Marketing Manager, Keno, The Lottery Corporation. “As part of the partnership, we had a series of editorial content that was ‘brought to you by Keno’ rather than being a hard-sell on Keno in the form of a press ad. The combination of both high-impact press advertising and editorial content was a great way to complement the campaign’s objective of driving awareness of Keno in Victoria.”

    Instead of a typical campaign brief which usually starts with a creative agency and moves to media, the lottery went with a media-first approach. “Our media agency Carat identified key media channels to reach Victorians and briefed a series of media publishers to come back to us with a creative proposition to fit the media channels,” said Loriente. “Once News Corp and Nova FM were selected, we worked closely with them on the ad look and feel based on a set of mandatories we had for showcasing the Keno app.”

    “News Corp and Nova FM formed a partnership that offered creative services for both properties within their ecosystems (print, online press and radio), alongside the production of other media channels outside of their realm, like TV and out-of-home advertising,” added Loriente.

    “Newsamp managed the production of assets across all media channels for this campaign, including the TV ads which were produced in collaboration with Guilty (https://guiltycontent.com/). The creative work was all managed by Newsamp—TV, photography, production, web banner animation etc. They produced everything, regardless of whether it was News Corp media or not,” said Loriente.

    She recommends other lotteries approach their media partners about such a partnership. “The media-first approach worked really well for us. Rather than have an agency produce a campaign to run across a bunch of media channels that may or may not be booked in the end, efficiencies were found in designing concepts with precise media channels in mind from the get go,” said Loriente.

    Like this content? Subscribe for more interesting lottery news and data!

    * indicates required
    Share. Facebook Twitter LinkedIn Email
    Previous ArticleCanadian Lotteries Relaunch “New, Bigger LOTTO 6/49”
    Next Article Loto-Quebec Rolls Out Revamped Formule super groupe

    Related Posts

    Florida Lottery Fantasy 5 Fun: Meet “Sunny the Racoon”

    June 1, 2023

    New Jersey Lottery Festival of Ballooning Listed on Travel Lemming’s Top 10 Things To Do This Summer

    May 30, 2023

    Thank You: La Fleur’s 2023 Pittsburgh Conference

    May 25, 2023

    Comments are closed.

    Subscribe

    La Fleur's will respectfully update you twice a month on lottery industry news, data reports, and conferences.

    IGT Propels Leadership in Sweden via Three-Year Contract Extension with Svenska Spel

    Florida Lottery Fantasy 5 Fun: Meet “Sunny the Racoon”

    Florida Lottery TV Ad

    About
    About

    Your source for lottery industry news, data, and conferences.

    We're social, connect with us:

    Twitter RSS LinkedIn
    Contact Information

    5157 Ijamsville Road

    Ijamsville, MD 21754

    301-610-6070

    byron@lafleurs.com

    Popular Posts

    IGT Propels Leadership in Sweden via Three-Year Contract Extension with Svenska Spel

    June 4, 2023

    Florida Lottery Fantasy 5 Fun: Meet “Sunny the Racoon”

    June 1, 2023

    Florida Lottery TV Ad

    June 1, 2023
    Copyright © 2023 TLF Publications.
    • About Us
    • Returns Policy
    • Privacy Policy
    • Terms and Conditions

    Type above and press Enter to search. Press Esc to cancel.