Richmond, Virginia – March 23, 2010 – The Virginia Lottery has named Big River, an independently-owned, Virginia-based branding and advertising firm, as its advertising agency of record. The selection followed an eight-month review that included many of the region’s top advertising agencies.
“Marketing the Virginia Lottery has been a key element of our success in generating more than $4 billion for Virginia’s K-12 public schools since 1999,” said Paula I. Otto, Executive Director for the Virginia Lottery. “We are excited to have Big River as our new marketing partner moving forward. During the review process we could clearly see that Big River shared core values similar to ours – including integrity, innovation and collaboration.”
The three-year marketing contract is for $24 million per year in total billings. It includes all aspects of Virginia Lottery marketing from strategic planning, advertising development, creative, media buying, digital and more. Big River will help bring new creativity, new products and most importantly, new players. In addition, Big River has hired Richmond-based Lewis Media Group to handle all media planning and buying for the Lottery. To provide seamless service, the Lottery media team will work from Big River’s office.
“The Virginia Lottery is a brand that belongs to all Virginians and our team at Big River is really excited to lead its marketing efforts,” says Fred Moore, founder and president of Big River Advertising. “The Virginia Lottery has always been about fun, excitement and possibilities. Being a part of the Lottery’s mission is really gratifying to us.”
“The entire team at Big River is accomplished,” notes Amanda May, Big River’s account director for the Virginia Lottery. “We consistently demonstrate our ability to create inspiring strategies and produce excellent work for all of our clients. To have those qualities be recognized by an organization as impressive as the Virginia Lottery underscores Big River’s core values of credibility and trust. We intend to make the most efficient possible use of the Lottery’s advertising dollars for the best return on the Commonwealth’s investment. ”
About The Virginia Lottery
Nearly 95 cents of each dollar spent on the Virginia Lottery by players goes back to the Commonwealth in the form of contributions to education, prizes and retailer commissions. Since 1999, all Virginia Lottery profits have been designated solely to K-12 public school education in the Commonwealth. In that time, the Lottery has turned over more than $4 billion for Virginia’s public schools. The latest annual profits of $439.1 million currently represent about 7 percent of state funding for public education in Virginia. In 21 years, the Lottery has sold more than $21.1 billion in tickets, awarded more than $1.1 billion in retailer commissions and paid more than $11.6 billion in prizes to players. For more information about the Virginia Lottery, visit www.valottery.com.
About Big River
Big River excels at leading and interpreting strategic research, developing a distinct and relevant position, leveraging that position through inspiring creative and delivering the message at the right time and place. Founded in 2001 by Fred Moore, its clients include an impressive roster of national brands including MoonPie, Donate Life America, The National 4-H Council, WellPoint, Anthem Blue Cross and Blue Shield, TBL Technologies and Harris Williams & Co. Its senior team members have worked at some of the nation’s most prestigious advertising agencies including BBDO, Chiat Day and Leo Burnett on clients that include Fortune 500 brands such as Proctor & Gamble, Campbell’s, Hallmark, Pepsi, McDonald’s and Nabisco. For more information about Big River Advertising, please visit www.yourbigriver.com.
Big River Contact: Amanda May
Telephone: 804-864-5371
Cell Phone: 804-221-1781
Email: amay@yourbigriver.com
Lottery Contact: John Hagerty
Telephone: 804-692-7778
Cell Phone: 804-350-0301
Email: jhagerty@valottery.com
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