For the first time in its history, the Kentucky Lottery has retained its creative agency for back-to-back contracts. BCH has developed advertising campaigns for the Lottery since 2009.
“It has been a great seven years working to help build record sales for the Lottery and return more revenue to the Commonwealth of Kentucky,” said Tim Hellige, BCH partner. “We are appreciative of our relationship with the Kentucky Lottery and are looking forward to build on our track record of creative campaigns that get results.”
In the fiscal year ending June 30, 2016, Kentucky Lottery sales totaled $997.3 million, beating 2015’s record year by 9.5 percent, and returning a record $253 million dividend to the Commonwealth of Kentucky. Over the term of the BCH contract, Lottery sales and the dividends returned to the Commonwealth increased more than 23 percent. Lottery proceeds in Kentucky are used to fund college scholarship and grant programs.
“BCH has helped us develop effective campaigns over the years,” said Steve Casebeer, senior vice president of sales and marketing for the Kentucky Lottery. “Most notably, BCH played a large role in the groundbreaking beneficiary awareness campaign we launched three years ago. Prior to that point, it was against the law for us to advertise where Kentucky Lottery proceeds were used. Once that restriction was lifted, BCH developed our ‘Fueling Imagination, Funding Education’ tagline and worked to design integrated campaigns across multiple platforms. Awareness of what we call ‘where the money goes’ has never been higher in our history as a result.”
BCH’s other work for the Kentucky Lottery includes the well-known “Miss Mary” campaign featuring a sassy convenience store clerk; the Five Card Cash campaign with an animated, walking and talking King of Spades; and the current “Agents of Play” campaign featuring secret-agent style characters who help people make their everyday lives more fun by playing scratch-off games.