Illinois Lottery’s Brand Transformation Succeeding—Survey Shows

For Immediate Release Contact: Mike Lang, IL Lottery, 217-524-5158


Chicago, IL—June 12, 2013— Results from a 6-month tracking survey of 1,900 Illinois adults show the vast majority of Illinois residents believe the Illinois Lottery is run with integrity and honesty. Moreover, the survey shows that Lottery brand advertising and “specialty” instant games (that benefit causes like Illinois veterans and breast-cancer research) personify the Lottery to many, and build an emotional connection between people and the Lottery that has led to higher sales and a potential broadening of the player-base.

The survey was conducted on behalf of the Lottery and its private management firm, Northstar Lottery Group, by Hall & Partners, a brand and communications research agency with offices in Chicago and other major cities across the world. The survey’s findings show a significant improvement in brand image from 18 months ago, when Lottery ad agency surveys found that less than half of Illinois adults agreed with the statement, “the lottery is for people like me.”

“The Hall and Partners tracking report, and subsequent monthly analyses, are very encouraging,” said Illinois Lottery Superintendent Michael Jones. “The Northstar and Lottery decision to transform the brand by stressing ‘Anything’s Possible’ and offering games that a broad group of people want to play, for prizes they want to win—while benefiting good causes that people believe in—is working.”

Jones said the improving brand connection has been recognized in the fact that two of the Lottery’s creative partners—Downtown Partners/Critical Mass, and Commonground—have received widespread accolades in the last few weeks for their work on behalf of the Lottery.

Downtown Partners TV spot, “Socks,” was recently named by Chicago Business Journal as one of the Top 10 TV ads of all-time produced in Chicago The Lottery’s multi-cultural agency, Commonground, was named Small Agency of The Year by national publication Advertising Age, based on company’s recent work, which included a statewide, general market TV spot for Powerball.

“Whether it is the wonderful reception our holiday instant ticket designs had in the marketplace, or creating ‘The Good Life’ family of games, the Illinois Lottery is clearly an industry leader in product innovation and brand transformation,” said Jones. “We look forward to continuing to work with Northstar and our creative partners in fine-tuning our business plan, and developing advertising that is effective in generating broad-based trial, as well as making many of us smile.”

Some of the findings from the Hall & Partners survey released earlier this year include:

To participate in the survey, 1,900 Illinois adults were interviewed online. Each interview took an average of 25 minutes to complete. The survey was completed earlier this year.


About Illinois Lottery

Founded in 1974, the Illinois Lottery has contributed more than $17.5 billion to the state’s Common School Fund to assist K-12 public schools, as well as hundreds of millions of dollars to the Capital Projects Fund. Players must be at least 18 years old.