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    You are at:Home»News»Lottery Biz»Kentucky Lottery Launches “The Joy of Play” Ad Campaign
    Lottery Biz

    Kentucky Lottery Launches “The Joy of Play” Ad Campaign

    February 17, 20232 Mins Read
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    The Kentucky Lottery Corp. (KLC) launched its new advertising campaign for Scratch-offs in mid-February. The “Get Moving” ad is the first in the lottery’s new series of Scratch-off video spots promoting all KLC’s Scratch-offs price points. Get up and dance!

    “This is the first in a series designed to advertise the brand that brings fun and winning at all price points –($1, $2, $3, $5) offer a little shimmy and ($10, $20, $30, and $50) can offer the full groove.  Today at our February game launch we premiered version 1,” said Edie Frakes, VP, Marketing, KLC. “Version 2 will air March 30 with those games launching and the 3rd [Scratch-offs ad] will accompany our May game launch.”

    Frakes also offered some fun facts/behind the scenes info:

    • KLC President Mary Harville was able to visit the set and see the “grand finale”play out
    • The filming took place at historic Wagner’s Pharmacy here in Louisville, across from Churchill Downs. Wagner’s has been a long-time Kentucky Lottery retailer…and was featured in a scene from the Disney movie Secretariat.
    • The State of Kentucky Flag is featured.
    • Our brand colors were intentionally peppered throughout…reds, yellows and blues pop in wardrobe and props throughout.
    • The cook cast in the spot is actually a professional choreographer who taught the cast the steps.
    • Not unlike a TikTok or Instagram Reel, an early 2000s flash mob, or even an 80s flashback to FLASHDANCE or FAME – KLC believes this spot will bring joy to all generations of players and draw in new potential players of its fun games.

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