Work in Progress: On the Road with the NH Lottery

posted by Ben, Griffin York & Krause Creative

It is the responsibility of an ad agency to understand their clients’ business and the industry in which they compete.The recent NASPL (North American Association of State and Provincial Lotteries) Conference in Philadelphia was an opportunity for GY&K to completely immerse itself in the world of one of their longest-standing clients. Our team spent four days in the city of brotherly love, representing the New Hampshire Lottery and serving as ambassadors for the Lottery Replay® program.

“The conference tends to take on the life of the host city,” said GY&K president, Travis York, fresh off his trip to NASPL.In addition to cheesesteaks and Ben Franklin look-alikes, the conference served up educational seminars, guest speakers and a tradeshow floor featuring the latest offerings from gaming companies, SMS marketers and a host of other companies contributing to the lottery industry.Educational seminars covered lottery-relevant topics, ranging from gambling addiction to combating lottery scams to marketing lotteries in a down economy. The trade show vendors pulled out all the stops to attract attention with live entertainment, after-hours networking events and celebrity appearances (Vanna White was on hand to promote the Wheel of Fortune instant game).

For the last 20 years, GY&K has attended NASPL with the NH Lottery but the future could see us on the tradeshow floor ourselves.In June 2006, GY&K and the NH Lottery debuted Lottery Replay ® – an interactive rewards program allowing lottery players to enter their non-winning tickets online for a chance to win additional prizes.GY&K developed the program for the NH Lottery and holds the trademark and patents on Lottery Replay ®. We’re currently working to bring the program to other lotteries around the world. “We are excited about the Lottery Replay ® program,” says York, “because the balance of technology and service, which we’ve productized for other lotteries, seems to be a concept that will help take us into the future.”

The New Hampshire Lottery was the first to adopt Lottery Replay ® and they’ve been an active partner in growing the program.“The New Hampshire Lottery has seen great results from Lottery Replay ® and they’ve been real advocates for the program,” Travis said.

The Lottery industry continues to adopt new and innovative ways to interact with players and when NASPL heads to Oklahoma City in 2009, the NH Lottery, GY&K and Lottery Replay ® will be there helping to lead the way.

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