Case Studies


client: Tennessee State Education Lottery

The Lottery Comes to Tennessee

capabilities/industry:   Collateral & Print |  Interactive & New Media |  Media Relations |  Education |  Government |  Sports & Entertainment



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In 2003, DVL was selected in a competitive process to provide marketing communication services to the new Tennessee Lottery created by the Legislature.

DVL assembled a multicultural team to reach the diverse audiences interested in playing the lottery. DVL partnered with Moxley Carmichael, Knoxville; Young Sanford, Memphis; Kinnard & Associates, Nashville; and Caliente Consulting, Nashville to ensure that the lottery introduction made a statewide impression.

The team designed the lottery logo, establishing a look, tone and feel for all materials; developed a dynamic website that became a primary communications vehicle; created English and Spanish ads and news releases to reach potential vendors and employees; helped coordinate introduction events across the state; assisted with media relations and conducted media training; and offered ongoing counsel to the lottery staff and board leading up to the launch.

results: The lottery was launched on January 20, 2004. By April 15, sales had generated enough revenue to transfer $63.7 million to the bank account for college scholarships. It was one of the most successful lottery launches to date.