‘Tis the season to capture holiday magic. Each year, we all struggle to find a holiday gift for friends and family. The CT Lottery wanted to provide everyone with a solution by positioning holiday-themed scratch tickets as the perfect gift. With the holiday season, there is a short timeframe of just eight weeks to drive sales. That’s barely enough time to properly decorate the house.
Through the use of an integrated campaign across traditional, digital, and social platforms, we focused on universal holiday truths and encouraged our audience to find the fun in the season—decorating, cooking, and spending time with loved ones, both furry and not. We crafted channel-appropriate, targeted communications that brought the right tone of voice with the single, recognizable campaign thread: “SPOIL THE ONES YOU LOVE.”
$2 holiday ticket sales up 33% year-over-year and $5 tickets up 22% year-over-year. On December 24, 2019, the CT Lottery also set a single-day sales record for most scratch tickets sold, beating a previous sales record in 2015.