The Arizona Lottery announced that its "Arizona Adventure" advertising campaign has received the Gold award at the Graphis Advertising Awards 2024. "This recognition stands as a testament to the creative excellence and outstanding achievement in promoting player engagement and showcasing the natural beauty of the state," said the lottery.
The Arizona Adventure ticket and companion promotion, which seeks to improve engagement while celebrating the state's natural wonders, was conceptualized by the Arizona Lottery Marketing and Products team and developed in partnership with OH Partners, Arizona State Parks, and artist Febin Raj.
The tickets set out with a mission to enhance player engagement by encouraging exploration of the diverse landscapes of Arizona. The concept revolved around the idea of experiencing an adventure with the Arizona Lottery as a guide, "allowing players to appreciate the state’s beauty and distinct biomes, from the southern deserts to the northern forests."
The campaign combined a unique lottery ticket series featuring custom illustrations, a self-guided adventure, an integrated social media campaign, word-of-mouth marketing, and a celebration of Arizona’s natural landscapes. Players were invited to "embark on an adventure" in three steps:
Log On: Players could explore the website AZAdventure.com, which served as the hub for various adventures at 12 state parks.
Check-In: Upon reaching an adventure location and confirming their coordinates, players could “check-in” to that destination to earn entries into the drawing for a chance to win exciting trips and cash prizes.
Enter Tickets: A nature-themed, limited-time Scratchers game accompanied the promotion, offering another opportunity for players to earn entries into the promotion.
The campaign also addressed the challenges posed by the pandemic, as consumers were hesitant to attend live events, according to the Arizona Lottery. As outdoor activities became more popular, “Arizona Adventure” engaged people interested in exploring. During the campaign, the lottery says it served as "the ultimate guide" for players seeking outdoor adventure and a connection with their home state.
The “Arizona Adventure” Scratchers ticket not only became the top-performing $5 ticket during the campaign but also accounted for 15% of sales among eligible tickets for the promotion. The early success led to a complete distribution of the ticket before the promotion’s conclusion.
Additionally, the campaign influenced 52% of outdoor enthusiasts to purchase the ticket, surpassing the 35% industry norm. It also delivered 3.9 million geographically-triggered impressions, further emphasizing its reach and engagement. Notably, “Arizona Adventure” was also selected as one of the 4,000 finalists for the 2023 Communication Arts Illustration Awards
"The Arizona Lottery commends the entire team behind the “Arizona Adventure” campaign for their dedication, creativity, and commitment to making this campaign a resounding success," the lottery said in a statement. "The Gold award at the Graphis Advertising Awards 2024 is a testament to their extraordinary achievements in showcasing the beauty and adventure that Arizona has to offer."