Your Ticket To Luck-Xury

Texas Lottery dresses for success

The Texas Lottery wanted to boost sales and revamp its image – and what better way to feel good than to dress up? In order to recapture the initiative with the customer we created a new specialty product with a sleek, sexy look and a new name: the “Black Ticket”. The ticket’s sophisticated appearance as a luxury item combined with the playfulness of lady luck and the lottery bore the tag line: "Luck-Xury". By creating a media buy aimed at higher end customers (Texas Monthly for example) while keeping a strong outdoor retail presence we were able to reposition the lottery ticket discussion. Our take? Let’s make this a proposition with cross-over appeal: an inexpensive consumer choice with a luxury item purchase appealing to all income brackets. Who can argue with that? The Black Ticket has been generating $5 million a week in sales, making it the lottery's best-selling $10 ticket launch ever.