PLAN

Long-time client, Iowa Lottery celebrated their 25th anniversary in 2010 and asked Strategic America’s media buying department to raise awareness and strategize to find key media opportunities that achieved ROI for ad and promotion dollars. For this statewide celebration, the Iowa Lottery partnered with Iowa Tourism for a spring/summer campaign where non-winning Silver Ticket scratch tickets could be presented to enter drawings for cash at 25 Iowa festivals. Silver Tickets could also be used for discounts at participating Iowa attractions and businesses during the summer.

CREATE

Strategic America spearheaded efforts to raise awareness for 25 featured Iowa festivals. Three weeks of paid media was purchased to promote sales of the $5 Silver Ticket scratch game. SA negotiated with media partners across the state to air public service announcements (PSAs) and create on-air promotions to draw attention to the 25 Iowa festivals.

ACHIEVE

• PSAs aired May – August with a total media value of $715,000.
• SA worked with 40 radio and television stations to provide further promos via on-air ticket giveaways and remote broadcasts.
• Media value for on-air promotions exceeded $113,000, representing a 467% ROI.