BOSTON- December 6, 2012 – The Massachusetts State Lottery recently debuted a television advertising campaign focused on promoting its suite of holiday game offerings. The campaign, produced by Boston-based advertising agency, Connelly Partners, has launched throughout Massachusetts.
Connelly Partners produced the 30-second, 15-second, and 10-second spots, which aim to elevate awareness of Lottery’s holiday-themed instant “scratch” tickets, season ticket subscriptions, and 50/50 raffle game, and position the games as the perfect gifts for everyone on your list this season. The spots, entitled “The Big Squeeze,” feature a humorous portrayal of the thanks felt when lottery tickets are received as gifts during the holiday season. Digital, radio, and print advertising, as well as point-of-sale displays in more than 7,400 retail locations statewide support the campaign. (View 30-second spot.)
Connelly Partners’ Executive Creative Director Alyssa Toro, Creative Director Nick Bontaites, and Senior Art Director Jonah Hulbert, led the campaign’s creative development.
“We know people really love to get scratch tickets for the holidays as a stocking stuffer, in a yankee swap, or just as a Happy New Year thank you,” said Steve Connelly, president of Connelly Partners. “That love becomes thanks, and that thanks manifests itself in all kinds of fun, sincere, and unexpected ways.”
Connelly Partners, which was selected by the Massachusetts State Lottery Commission to coordinate advertising, design, and digital, prevailed in a Request for Response process initiated in July. The contract has a maximum term of three years. The holiday campaign was Connelly Partners first assignment for the Lottery Commission.
“We are very pleased with the initial feedback we’ve received on the holiday campaign and look forward to many more successes during our partnership with Connelly Partners as we work together to promote the Lottery’s games,” explains Beth Bresnahan, Massachusetts State Lottery Commission assistant executive director/director of marketing & communications. “More than 10 percent of the Lottery’s sales occur during the holiday season, making it an important period of the year for all of us.”
About Connelly Partners:
Founded in 1999, Connelly Partners is a full-service advertising agency located in Boston. Clients include Massachusetts Office of Travel and Tourism, Stowe Mountain Resort, Samsonite, Tufts Health Plan, Babson College, BJ’s Wholesale Club, New England Aquarium, and Salem Five. For more information please visit connellypartners.com.
About the Massachusetts State Lottery:
The Massachusetts State Lottery is dedicated to providing revenue for the Commonwealth’s 351 communities and has returned more than $19 billion in local aid to cities and towns since selling its first game ticket in March 1972. The Lottery, through its network of 7,400 retail agents located throughout the state, offers players exciting and entertaining games, a formula that has made Massachusetts among the most successful lotteries in the nation.
For more information, contact:
Public Relations Supervisor
Cell# 617-470-8878; Office #617-521-5428