Accelerating Ticket Sales

Virginia Lottery's New Year’s Millionaire Raffle


The holidays are one of the most active times for Lottery ticket sales as Lottery players gift games responsibly. As the media agency of record for Virginia Lottery, LMO was responsible for advertising and generating sales for one of its largest annual ticket promotions, the New Year’s Millionaire Raffle.

Our goal: sell 330,000 tickets (costing $20 each) before December 31st.


We focused on low-cost, high-impact media solutions to reach Virginia Lottery’s core audience of adults age 35-54. Radio was the main broad-reach medium we selected for use during peak drive times throughout Virginia. We also secured no-cost 5-second billboards and 10-second sponsorship units by leveraging the media spend for a companion holiday scratcher campaign, maximizing our buying potential. These units were provided at no additional cost and created exposure to the New Year’s Raffle through a dedicated TV spot.

In addition to radio and TV, we layered in out-of-home tactics, including 15 digital billboards in high-traffic areas of three key Virginia markets. We rotated two creative executions, which included both static and dynamic units. The dynamic units included a real-time countdown that showed how many tickets were left for purchase to increase excitement and a sense of urgency to play.

Our intent was to message consumers throughout their day at multiple touch points. As such, we also engaged with consumers through three digital media tactics:

  1. High-impact “pushdown” placements
  2. Alignment with holiday content
  3. Hyper-targeted location-based messaging


By December 29th, three days prior to campaign completion, all 330,000 tickets were sold. LMO was able to stop all media placements within 24 hours of the sell-out, saving the client $7,600.

The radio buy delivered 114% of the contracted gross ratings points (GRPs), while the digital component delivered over 11 million impressions and 44,000 clicks, for an above-industry-average click through rate of .37%.

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