The New York Lottery has launched a new ad campaign, ‘Can you Imagine?’, as it approaches the celebration of its 70th anniversary.
New York-based advertising agency McCann New York worked with the lottery on the campaign, which kicked off statewide media on 18 May.
The campaign aims to encourage New Yorkers to purchase lottery tickets by ‘tapping into the excitement’ state residents have felt over the lottery’s 59 year run.
“Every New York Lottery ticket represents a world of possibility,” said New York State Gaming Commission Chair, Brian O’Dwyer.
“The chance for of-age New Yorkers to win life-changing money certainly lends itself to daydreaming, and this campaign captures that fun spirit.”
Established in 1967, the New York lottery chiefly generates funds for educational causes. The lottery also states that it is the largest and most profitable lottery in the US, having contributed $3.6bn to public schools across the state.
New York has also stood out as a lucrative state for lottery couriers, according to the likes of Jackpocket. The state is one of the few in the US to have clear regulations around courier activity.
The new ‘Can You Imagine?” campaign builds on a series of taglines the lottery has run over the years, generally following a similar theme.
Previous taglines have included “hey, you never know” and “all you need is a dollar and a dream”.
“New York runs on the belief that anything can happen,” said Britt Nolan, Chief Creative Officer of McCann North America.
“This campaign is built around that moment right before you scratch a ticket or hear the winning numbers announced, when your imagination takes over and anything feels possible. It’s a feeling every New Yorker knows.”