Kentucky Proud: Tom Delacenserie (Kentucky Lottery)

Delacenserie presented “Kentucky Proud.” After assuming the leadership role at Kentucky Lottery Corp., Delacenserie was struck by how often he saw some form of “Kentucky Pride” in various logos around the state.

As he began evaluating everything being done at KLC, he said it was “obvious we had an opportunity to make ‘Kentucky Pride’ part of our brand identity, starting with a new logo.”

Focus group research showed the new logo hit the mark with Kentuckians. Shortly after, the lottery launched a new $20 scratch ticket called Kentucky Millions. It built the ad campaign around the “Pride” theme.

Delacenserie said KLC also referenced the “subtle use of Kentucky Proud in our beneficiary campaigns in digital and broadcast—KEES alumni with Kentucky-proud jobs at Corvette or Bourbon Distillery.”