Focus is on how playing the Lottery is a "Win-Win" for everyone, including cities and towns
The Massachusetts Lottery kicks off its latest advertising campaign this week, featuring television and radio advertisements which create awareness of the many benefits Lottery sales bring to the 351 cities and towns of the Commonwealth. Print and online ads round out the latest advertising effort for the State Lottery.
The campaign, created by Boston-based advertising agency Hill, Holliday, Connors, Cosmopulos, Inc., expands upon the "We All Win" message of earlier Lottery campaigns, and for the first time, bring this specific message to television. The multimedia campaign focuses on the hundreds of millions of dollars that the Lottery gives back to municipalities each year, enhancing the overall quality of life for Massachusetts residents.
"Last year, the Lottery returned more than $700 million in direct local aid to Massachusetts cities and towns" said State Treasurer Timothy P. Cahill, who also serves as Lottery Chairman. "These unrestricted funds were used for everything from improving roads and schools to hiring police and firefighters. At a time when local aid dollars are an increasingly vital resource for the communities of Massachusetts, we are proud to play a significant role on this front."
One 30-second television spot features a montage of scenes from communities all across Massachusetts, and demonstrates in a visual way just how Lottery funds help fund local needs. The split-screen technique shows two different images at one time - a fire station alongside the image of a firefighter; a child in a classroom; kids playing outside on playground, youth strumming a guitar (because local aid can be used to pay for school band equipment), a young ballerina (support of arts in school); and elderly people in a
Voiceover during the spot reads: "Massachusetts is made up of 351 cities and towns, and all of them are different. But one thing they share is the desire to make life better for their citizens. That's where we come in. The Massachusetts State Lottery gave over $700 million dollars to these communities last year. That money was used for everything from improving roads and schools to hiring police and firefighters. It makes playing the lottery a win-win situation. And we wouldnt want it any other way."
The spot was launched last weekend during pre-and post-game Super Bowl coverage on WCVB-Channel 5. The official media buy began on Monday, Feb. 7 and extends through the end of March. TV programs included in the media buy include highly-rated shows such as CSI Miami, CSI, The Grammies, NYPD Blue Series Finale, Extreme Home Makeover, American Idol, Law & Order: Cl, and the Apprentice. The spots will
run on both local and cable television.
"The Massachusetts Lottery has more winners and has the highest prize payout percentage than other lotteries. Last year alone, we awarded more than $3 billion in prizes to our players," said Massachusetts State Lottery Executive Director, Joseph C. Sullivan. "But most importantly, we give back more money to our cities and towns than any other lottery, helping to improve our communities for all Massachusetts citizens."
The print ads will begin running on February 10th in the Boston Herald, Metrowest Daily News, Milford Daily News, Daily News Tribune, and Daily News Transcript, and will run intermittently through mid-June.
The Lottery's radio message, which consists of three 60-second spots and 10-second live reads, are airing on top-ranked stations across the Commonwealth, while the interactive advertisements will be served on Boston.com, thebostonchannel.com, Bostonherald.com, Yahoo!, and America Online.