Freedom to dream: the "new" Hoosier Lottery has arrived "Imagine That" ad campaign signals launch of new brand; campaign begins Sunday

Freedom to dream:  the "new" Hoosier Lottery has arrived

"Imagine That" ad campaign signals launch of  new brand; campaign begins Sunday

INDIANAPOLIS - The journey that will lead the Hoosier Lottery to create hundreds of millions of additional dollars for the people of Indiana is underway.

The "new" Hoosier Lottery has arrived.

Signaled by the launch of a new advertising campaign this weekend, the new Hoosier Lottery brand is rolling out across the state. This is the first major public implementation of a new business plan that will transform the Hoosier Lottery into one of the top-performing state lotteries in the U.S. during the next five years.

The new campaign, known as "Imagine That," invited real, everyday Hoosiers - not actors -- from around the state to share their dreams by answering a simple question:  "What would you do if you won the Hoosier Lottery?"

After weeks of canvasing the state to gather those dreams, the Hoosier Lottery will begin featuring many of those dreams as it rolls out its new advertising campaign Sunday.

"Everyone has had those conversations at one time or another, talking about what they would do if they won the lottery," said Hoosier Lottery Executive Director Karl Browning. "We asked Hoosiers to tell us, in their own words, and they responded en masse with a generous and caring theme that is so representative of our citizens. Our new advertising campaign, and new brand overall, gives people the freedom to dream and we're sharing those dreams with Hoosiers across the state. This is now truly a brand for Hoosiers, by Hoosiers."

Additionally, the Hoosier Lottery is introducing a new logo and also completed a rebrand of its website, www.hoosierlottery.com, while incorporating functional enhancements into the home page to make it more user-friendly. More than 4,000 Hoosier Lottery retailers will also benefit from the brand transformation, as they receive new, more effective signage and point-of-sale materials designed to drive traffic into their locations.

"None of the dreams we've heard would be possible without purchasing a ticket from one of our valued retailers," said the Hoosier Lottery's Michele Argentieri. "We continue to be grateful for our retailers' outstanding customer service, our shared goal to drive traffic into their shops and their partnership with the Hoosier Lottery."

In order to produce the "homegrown" advertising campaign, the Hoosier Lottery hosted five casting calls in four cities across the state and also accepted dreams through its YouTube channel to ensure it heard from people who were unable to attend one of the casting calls. Overall, the Lottery heard and recorded hundreds of dreams, ranging from simple to extraordinary, from everyday Hoosiers.

After a thorough screening of all the dreams submitted, the Hoosier Lottery selected approximately 50 people who will be featured in various advertising formats including TV, radio, print and outdoor.

Beginning with the campaign launch on Sunday, five specific dreams will be highlighted in the new TV ad component of the campaign. "Dreamers" from Evansville, Jasper, Carmel and Fort Wayne will deliver their personal lottery dreams in a series of 15-second commercial spots that will air around the state.

Each TV shoot was done on location in the community where the featured "dreamer" resides. Indianapolis-based Road Pictures, working under the direction of local ad agency Mortenson Safar Kim, handled production for the series of commercials.

New Hoosier Lottery logo available for download
In conjunction with the launch of the new brand, a new Hoosier Lottery logo has also been introduced and is available for immediate use by media outlets. The new logo has the outline of the state in the background with vibrant colors and includes the "Imagine That" theme.

The logo can be downloaded here and should be used in all presentations of the Hoosier Lottery in broadcast and print coverage.

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For more information, please contact Al Larsen at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or 317-264-4805.