Wendy Ahlm, Director, Advertising & Marketing, New Mexico Lottery, focused on homegrown scratchers. Her presentation entitled “I Love New Mexico” examined the organization of a scratcher featuring landscape photos.
“We knew there were a ton of images and art just waiting to get discovered about New Mexico. We settled on a $2 ticket and made a call for artists. We asked people to upload their photos and offered $500,” said Ahlm.
The lottery had 9,342 entries in less than three weeks. “We had a lot of interesting submissions, which we narrowed down to 100, and then down to six,” said Ahlm.
The winners were interviewed by the media and experienced major exposure on the air. “They were also featured in 1,200 galleries,” noted Ahlm.