After a competitive review, Pennsylvania Lottery sticks with 9Rooftops for marketing

July 11, 2023
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The marketing agency has been working with the lottery in one form or another for the last two decades.

The marketing agency 9Rooftops will continue as the agency of record for the Pennsylvania Lottery after a competitive review.

The Pennsylvania Lottery has worked with 9Rooftops in one form or another for the last two decades. The lottery’s new contract with 9Rooftops asks the marketing agency to elevate the lottery statewide with a campaign that highlights the lottery’s mission to funnel proceeds into communities that support older Pennsylvanians.

Kevin Meany, CEO of 9Rooftops, said, “We’ve been honored and grateful for our role in helping the Pennsylvania Lottery succeed and grow. Each year we strive to be an indispensable partner, continuously and fearlessly fulfilling the Lottery’s objectives. We are proud of the value we’ve delivered through our integrated services, innovative thinking and data-driven research.”

Pennsylvania Lottery Executive Director Drew Svitko said, “9Rooftops was selected after a competitive procurement, including a careful evaluation of responsive proposals. We believe 9Rooftops is uniquely qualified to help our Lottery evolve in a complex marketing environment so that the PA Lottery can continue generating vital funds our seniors rely on each day. These funds help seniors with property tax and rent rebates, transportation, meals and prescription assistance, among many other critical programs and services.”

The marketing agency has performed several notable services for the Pennsylvania Lottery. It created the Lottery Love Brand Campaign in 2022 to commemorate the lottery's 50th anniversary. That campaign encourages Pennsylvanians to "express their love for the lottery."

The agency also created Gu, a CGI character that became a brand asset for the lottery and a prominent feature on Scratch-Off Games.

9Rooftops also developed the lottery's presence on social media, particularly Facebook and Instagram, and promoted the launch of the lottery's online gaming platform.

Among the goals for 9Rooftops upcoming campaigns for the lottery is to reach the next generation of players.

9Rooftops SVP and Group Account Director Stephen Smith said, “As a consultant, creator, producer, trailblazer and friend of the Pennsylvania Lottery for over 20 years, we’ve been privileged to grow with our partners through every challenge and celebration along the way.

"We have a clear, detailed and expert perspective on the current and emerging landscape and are thrilled to continue helping the Pennsylvania Lottery achieve its goals. Moreover, as we have done, we will continue to provide ongoing and detailed insights that help the Pennsylvania Lottery grow in an environment of unprecedented competition.”

The Pennsylvania Lottery is the only state lottery to direct all its proceeds to programs that benefit older residents. It has contributed more than $33.8bn to fund property tax and rent rebates, transportation, care services, prescription assistance and local services, including senior centers and meals, since lottery ticket sales began in 1972.

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