Premier of a blockbuster ticket
While it may not be officially summer yet, the D.C. Lottery sales are heating up
with a sleek, new campaign surrounding its first $1 million scratcher. CRA
developed the campaign coined “The Premier” for District of Columbia
Black which launched May 5. Since that time, the D.C. Lottery set a new
record for week one sales of a $20 scratcher; an increase of more than 220
percent. Also, year over year sales for the D.C. Scratchers line increased 2.35
percent.
“The campaign communicates the key messages of the scratcher
ticket: that this is the largest top prize ever offered by the D.C. Lottery on a
scratcher and that this ticket offers the best odds of winning a million on a
Scratcher in the region,” Meredyth Thurston, CRA account executive, said.
“However, the creative focuses on the beauty, richness and elegance of the
ticket.”
While District of Columbia Black is based on a scratcher
launched by the New York Lottery, the richness and beauty of the D.C. Lottery
ticket is the work of CRA Creative Director Matt Fidler.
“We needed this ticket to be a premier game for the D.C. Lottery,” Fidler said, “and
that meant it needed a luxurious and classy feel. Our client loved it and we
couldn’t be happier with the end result.”
View the complete
portfolio for the D.C. Lottery and Charitable Games Control
Board.