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TracyLocke and LatinWorks Launch Branding Campaign for Texas Lottery.

Integrated branding campaign creates umbrella theme featuring small, lucky moments in the day of an average Texan

DALLAS, Sept. 26 /PRNewswire/ -- On September 29, TracyLocke and LatinWorks will launch a new branding campaign for client Texas Lottery Commission, featuring a brand platform that will extend across the next 12 months and campaign elements that include television, radio, out-of-home (OOH), point-of-sale (POS), online, print, and sponsorships and promotions with street teams. While TracyLocke developed and managed the general market strategy and advertising development, the agency partnered with LatinWorks, a full-service Hispanic advertising agency based in Austin, Texas, for development of ethnic advertising.

The campaign features small, lucky moments in the day of an average Texan, suggesting that any day could be a lucky day.

The new campaign developed by TracyLocke and LatinWorks features a look into the days of different individuals when luck is on their side, with a contemporary soundtrack helping to set the tone of the initial TV spots. Consumers will see these individuals experience small events that could potentially happen on any given day, prompting them to consider taking advantage of their good luck by purchasing a lottery ticket.

The first flight of TV advertising will launch the new campaign branding message, and will include two 30-second spots produced by TracyLocke for the general audience. The spots are:

-- Green Light: A driver's lucky day begins when every traffic light turns green as she approaches each intersection.

-- Crowded Flight: A business traveler recognizes his lucky day when other travelers boarding the plane pass his row of seats, leaving him with three seats to himself on a full flight.

Three additional 30-second spots were produced by LatinWorks for the Hispanic and African-American audiences. The spots are:

-- Gas: A driver's lucky day occurs when he runs out of gas nearing the top of a hill, and his car has just enough momentum to crest the hill and glide directly into a gas station.

-- Splash: A pedestrian discovers her lucky day when standing on the curb in a group of people, and a passing car splashes through standing water and drenches everyone except her.

-- Basket: An average man slowly realizes that luck is on his side when he shoots a basketball and actually makes a basket, and then goes on to make a number of nearly impossible shots.

The campaign provides flexibility for the agency to support different products from the Texas Lottery in different markets, featuring scratch-offs and daily or jackpot games throughout the remainder of the 12-month period. Following these initial TV spots, TracyLocke and LatinWorks will support holiday scratch-off tickets under the same campaign theme.

About the Texas Lottery Commission

For more information about the Texas Lottery, please visit the official Web site at or call 512-344-5000.
 About TracyLocke
 Ideas That Move People To Brands(TM)

TracyLocke is the integrated marketing agency providing advertising, promotions, shopper marketing, strategic planning, graphic design, direct marketing, digital, media and sports marketing capabilities for iconic brands such as Pepsi, Pizza Hut, Nokia, Kleenex, MasterCard, 7-Eleven, Del Monte, Tabasco, Clorox and more. Part of Omnicom Group Inc. , the award-winning agency has six primary offices in Dallas, Wilton, Bentonville, Los Angeles, New York, and San Francisco, and a vast network of field offices across the United States. For more information, visit the company's web site at

About LatinWorks

Established in 1998, LatinWorks is a full-service minority-owned advertising agency dedicated to helping clients build their brands within the emerging Hispanic marketplace. LatinWorks is positioned as a creatively driven, but strategically grounded shop that provides clients with end-to-end marketing solutions. Its consumer insights are the result of a disciplined and rigorous strategic planning approach that is tailored on an industry-by-industry basis, resulting in communication platforms that inspire the type of breakthrough creative that the agency has become known for. Headquartered in Austin, Texas, LatinWorks has field presence in Chicago, and serves clients such as Domino's Pizza, Hyundai, NetSpend, Anheuser-Busch, ESPN DEPORTES and U.S. Cellular. LatinWorks is a member of the DAS Global network through a minority equity partnership.

CONTACT: Texas Lottery Commission, +1-512-344-5000

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Publication:PR Newswire
Date:Sep 26, 2008
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