results

virginia lottery

situation

The Virginia Lottery was well-established before Barber Martin began managing the account in 2001. Ticket sales were strong, but there was a push to increase sales even more, particularly with concerns that Tennessee’s and North Carolina’s new lotteries could cut into Virginia’s lottery sales. The high cost of advertising in the Northern Virginia market, which represented 30% of all ticket sales, also had to be addressed.

insight

Look for ways to reduce costs while still maintaining high ad frequency. Work with the VA Lottery to co-develop new games to maintain and even enhance interest within the state. Target media to be more cost effective without losing reach or frequency.

solution

We worked hand-in-hand with the client to develop new and exciting games to keep the emphasis on the Virginia Lottery. We also helped strike a partnership with the Maryland Lottery, to share several scratch games as a way to reduce costs. Highly targeted media buys in the Northern Virginia market, which had bleed-over into more expensive northern Virginia DMAs, helped get our TV messages out without incurring huge costs.

results

Annual sales for the lottery increased to $362 million during our tenure on the account – a 36% gain.