PANELISTS - Jenna Mastalir, Associate Connections Director, Cole & Weber - Yumi Prentice, President, David&Goliath - Andrea Bohorova, Senior Brand Strategist, Third Ear - Moderator: Terri Markle, Publisher, La Fleur’s Magazine The Ad Agency Executive Panel addressed why lotteries need storytelling in their advertising campaigns. “We all have stories to tell and stories we need [...]
Carlos Rodriguez, Director, Lottery Games, Connecticut Lottery Corp. (CLC), presented “Shifting Strategy: Synergy Between Product & Advertising.” Fiscal 2020 brought change to CLC’s instant strategy. “We started adjusting ticket print runs for faster selling cycles, freshening the portfolio more frequently. Innovative shifts in prize distribution have provided players with more meaningful prizes and they are [...]
Christian Hawley, Colorado Lottery’s Advertising & Marketing Director, and Shea Tullos, Cactus’ Creative Director, co-presented the lottery’s Prizes Remaining scratcher advertising campaigns. In an effort to help the Colorado Lottery boost Scratch sales in prior years, the Lottery’s product team in conjunction with Cactus Communications developed several marketing campaigns focusing on the top prizes remaining [...]
Jenna Mastalir, Associate Connections Director, Cole & Weber, discussed leveraging modern marketing principles to create effective campaigns.“Inspiring future growth requires that you are 100% clear on which problem is the most beautiful problem to solve,” she said. Washington Lottery’s “Department of Imagination” compels players to stretch their “If I won …” boundaries and think bigger. [...]
Andrea Bohorova, Senior Brand Strategist, Third Ear focused on “Storytelling In The Time Of Big Data.” Data-driven approaches are pivotal to uncovering actionable insights on which to build campaigns. “But speaking human through compelling stories is still what best drives the meaningful connections that spur people into action on behalf of brands,” said Bohorova. She [...]
Yumi Prentice, President, David&Goliath presented “The Real Question In Storytelling: How True Is The Story? “As marketers, we’re blessed to live in the time that we do,” she said. “We have a plethora of tools, platforms and increasingly intelligent technologies that help us reach and engage our audiences in more relevant, resonant and efficient ways.” [...]
Kim Welsch, Marketing Specialist, Wisconsin Lottery, described how a new beneficiary TV ad campaign is helping to educate residents on “ALL the benefits of the lottery, from property tax relief for homeowners to prize dollars put back into the communities to local retailers earning their commissions,” said Welsch. “To help make it genuine and relatable, [...]
Chris Rogers, Deputy Director, Marketing & Products, Arizona Lottery focused on its Arizona Storytellers program which it contracts with the USA Today-owned “Arizona Storytellers Project.” “Using live events and powerful videos, we help Arizonans better understand the Lottery’s impact in their lives,” said Rogers. “Audiences perceive these as earned media that does not feel like [...]
Amber Seale, Chief of Brand Management, Florida Lottery presented “Driving Brand Engagement & Affinity.” Seale discussed “how we leverage three core pillars: Play (the fun of playing our games), Education (our beneficiaries) and Responsible Gaming (educating players on how to play within their means, and no underage play) . . . and how the focus [...]