Petrogram - Summer 2013 - (Page 6)
More Than a
Branding Lessons from the
ike many Floridians, you may have
noticed a big change to the Florida
Lottery logo this year. While it might
be the most visible difference, the refreshed
logo was just a small part of a complete
reinvention of the state agency.
As the Florida Lottery began to envision
the celebration of its 25th anniversary, it
became clear that the ideal time to reimagine
its future, introduce the Lottery to new and
lapsed players, and to tout the considerable
resources it provides to education and the
citizens of Florida was in 2013. These goals
translated into the creation of a refreshed
logo and website, along with a promise of
new and exciting game options for players.
Coming off a record sales year in 2012, the
Lottery set a target date to reveal the new
brand and logo on January 7, 2013, celebrating the week it officially started selling
tickets in 1988.
Retailers are on the front line of the industry and are absolutely critical to the Lottery’s
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success. With more than 13,000 retail partnerships across the state, it was vital to keep
each and every business in the loop regarding
the upcoming changes to the Lottery’s image.
The Lottery ensured its partners – from the
start – that the re-branding would enhance
their bottom line with the help of a new look
and an amplified communications strategy
leading up to and surrounding the 25th anniversary celebration and launch. During meetings with corporate chains and Lottery sales
representatives’ visits to independent stores,
the agency teased the re-branding to gauge
acceptance and generate excitement for what
was to come.
“Our overall success depends on our
relationships with retailers across the state.
We committed to adding a new dimension
to these businesses with the re-branding.
It’s a renewed persona, which has already
helped all of us flourish with more fun and
increased sales,” said Lottery Secretary
Table of Contents for the Digital Edition of Petrogram - Summer 2013
Update from Executive Director
More Than a Flamingo Facelift
FPMA Featured Advertiser Marketplace
FPMA Calendar of Events
Petrogram - Summer 2013