Spain’s state lottery operator, Sociedad Estatal de Loterías y Apuestas del Estado (SELAE), opened a tender for the purchase of media space and advertising supports valued at €26.6 million (reported as more than US$30 million). The stated purpose is to increase sales and expand reach, with a particular emphasis on attracting adult female audiences. The tender covers campaigns intended to support multiple SELAE products, including Euromillones, EuroDreams, La Quiniela, Quinigol, Lototurf, Quíntuple Plus, Elige 8, La Primitiva, Joker, El Gordo de la Primitiva, and Bonoloto.
According to the tender specifications, the selected agency would be expected to propose the media mix, formats, and timing for each SELAE-requested campaign, aiming to achieve the greatest benefit at the lowest cost while reaching the defined target group. The document cites potential target audiences including adults over 18, and women aged 35 to 55 with an affinity for sport. It also calls for analysis of each media channel’s audience profile, reporting on competitors’ advertising activity, and ongoing market, trend, and new-development insights.
The documentation highlights particular positioning goals by game. For Euromillones, SELAE describes it as the game offering the largest jackpots, with a €2.5 (US$2.7) stake, and notes a focus on consumers aged 30 to 50. For EuroDreams, which offers a top prize of €20,000 (US$23,300) per month for 30 years and a second prize of €2,000 (US$2,334) per month for five years, the goal is to connect with a younger audience, cited as ages 25 to 40. For La Quiniela, SELAE’s stated objective is to gradually bring in more women across different habitats and social or cultural profiles, while for La Primitiva the aim is to reinforce the value message of a €1 stake alongside high prize potential.