IL Lottery Receives Coveted Advertising, Communication Awards

‘Anything’s Possible’ Radio Campaign Cited as Industry’s Best

For Immediate Release Contact: Micaela Small (630) 486 0658 Chanele Newton (312) 368-5814

SPRINGFIELD, IL – September 21, 2012 – The Illinois Lottery’s popular “Anything’s Possible” branding campaign has been recognized by other North American lotteries as the best in the industry, during a gathering last week of members of the North American Association of State and Provincial Lotteries (NASPL) and the World Lottery Association (WLA). The “Anything’s Possible” 30-second radio spot won a coveted “Batchy Award,” an award created 25 years ago by current Lottery Superintendent Michael Jones to recognize and promote great creative advertising, and named after Illinois’ first Lottery chief executive, Ralph Batch.

At the same gathering, which saw 40 U.S. and Canadian lotteries submit their best advertising and communications works for evaluation, the Illinois Lottery’s monthly retailer newsletter received a Batchy Award, representing the industry’s best in corporate communications.

“Ralph Batch was the first Director of both the Delaware and Illinois lotteries,” said Illinois Lottery Superintendent Michael Jones. “Mr. Batch, a former FBI agent, exemplified the values of integrity and security which created the modern lottery business. We are proud the industry continues to honor him these many years through the industry-best awards that bear his name.”

“Congratulations as well to Critical Mass/ Downtown Partners, the agency that won the lottery’s advertising business with this wonderful branding message. Winning two awards, the other recognizing an outstanding retailer newsletter design created and produced by Northstar Lottery Group, proves that anything is possible.”

The Anything's Possible radio award was in the corporate/beneficiary category, while the retailer newsletter was cited under corporate communications. Three other award categories saw Illinois entries make it to the finalist stage, including best use of cinematography ( Powerball across Illinois TV commercial), and coordinated print and spot TV advertising (baseball instant games).

The Illinois Lottery newsletter is delivered monthly to 8,100 Illinois Lottery retailers. It provides information on new games and promotions, recognizes top performing stores, and gives tips on how to promote responsible lottery play.

WLA is a global organization dedicated to advancing the interests of state-authorized lotteries, and NASPL is a multinational association representing 52 lotteries in the United States, Canada and Mexico. Last week’s gathering of the two associations, where the awards were announced, was held in Montreal under a World Lottery Summit banner.


About Illinois Lottery

Founded in 1974, the Illinois Lottery has contributed over $20 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 and to special causes like Illinois Veterans, the fight against breast cancer, MS research, and assistance for people living with HIV/AIDS. In addition to playing in-store, the Illinois Lottery offers online and mobile play for Mega Millions, Powerball and Lotto at Players must be at least 18 years old.