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La Fleur’s Magazine will host La Fleur’s
11th Annual Lottery Conclave at the 4 AAA-Diamond J.W. Marriott
in Miami, Florida. The conclave is hosted by La Fleur’s
Magazine with the participation of the Florida Lottery.
All of the main presentations will run 15
minutes each. The conclave will also feature "Interactive
Breaks" for further discussion on the various speakers’
presentations.
The J. W. Marriott Miami is characterized by
sleek architecture, spectacular artwork and warm wood tones.
Rising 22 stories from the heart of the financial district on
prestigious Brickell Avenue, this downtown Miami hotel blends
the features of a premier conference and meeting facility with
timeless elegance, thoughtful amenities and award-winning
service.
Among the top area attractions for visitors to
Miami are Bayside Marketplace, Coconut Grove/Cocowalk, and Coral
Gables–Miracle Mile Shopping.
South Miami will also play host to the
month-long "Ramble: A Garden Festival" in November.
Sunday, November 4
4-6 p.m.
Conclave Registration
(Foyer, Salon A-C)
5-7 p.m.
Opening Cocktail Reception
(Location: Salon A-C)
Monday, November 5
8-9 a.m.
On-Site Conclave Registration
(Foyer, Salon E-G)
9 a.m.-6 p.m.
Florida Lottery Welcome Address
Pat Koop, Chief Marketing Officer, Florida
Lottery
Koop will kick off the two-day conclave program
with a discussion on how the industry continues to share best
practices and how her return to Florida will take advantage of
that as the lottery moves in a new direction.
Segment: New Director’s Perspective
Jeff Anderson, Director, Idaho
Lottery
This will provide an insider’s perspective on
the changes occurring at the lottery since the change in
administration.
Segment: Hispanic Market Outreach
Arizona Lottery’s Lotería Launch
Art Macias, Executive Director, Arizona Lottery
The Arizona Lottery successfully launched a
Lotería Arizona scratcher ticket. A second edition went on sale
in fall 2007. The Arizona Lottery believes it is critical to
expand its reach to include a diverse player base, particularly
with the emerging, acculturated Hispanic market.
Florida Lottery’s Hispanic
Advertising Program
Ileana McClay, Marketing Integration Manager,
Florida Lottery
This session will delve into the Florida
Lottery’s vast experience in marketing lottery products both
through its general population advertising agency and its
Hispanic advertising firm, with a special emphasis on how to
develop a bond with the consumer.
Segment: Instant Marketing
Texas Lottery’s $50 Scratcher
Success
Robert Tirloni, Products Manager, Texas Lottery
In May, the Texas Lottery launched the first $50
scratcher ticket in North America. Called $130 Million
Spectacular, the ticket offers three $5 million top prizes.
Sales have been brisk, attracting upscale "dabblers" and premium
players.
Segment: Strategic Partnerships
Strategic Partners That Produce
Bottom Line Results
David Harrison, Director of Sales, Washington’s
Lottery
Washington’s Lottery has been proactive in
developing strategic partners for marketing and sales campaigns.
The lottery has partnered with corporations, associations and
government agencies. This presentation will look at ongoing
promotions with Alaskan Airlines, Washington Restaurant
Association and the Washington State Department of Health.
Private Meeting for Ad Executives
Moderator: Terri La Fleur, Publisher, La
Fleur’s Magazine
Lottery ad directors and ad agency executives
will meet privately for a roundtable discussion on advertising
issues.
Segment: Lottery Retailing
Modeling Alternative Lottery
Retailing
Joan Borucki, Director, California Lottery
This presentation will cover the California
Lottery’s efforts to recruit Costco as a retailer. She will
report on the status of the lottery’s pilot project to test a
new business model with CVS drug stores and describe the
lottery’s new gift card program.
Ontario's Prize Integrity Program
Alex Campbell, Director, Prize Integrity
Program, Ontario Lottery & Gaming Corporation (OLG)
OLG created a Prize Integrity Program in
response to the 23 recommenations made by Ontario's Ombudsman.
One of the recommendations was to take steps to implement all
recommendations made by KMPG which conducted three reviews, as
requested by OLG, prior to the release of the Ombudsman report.
In total, there are 60 recommendations that OLG has satisfied,
or is working to satisfy, as part of the Prize Integrity
Program.
Segment: Program Sponsors’ Presentations
Electronic Handheld Games
Art Kiuttu, Regional Vice President, Sales & Marketing,
MDI-Scientific Games
Licensed Games Opportunities
Sina Aiello, Director, Licensed Games, Pollard Banknote Limited
Segment: Terminal Game Strategies
Pennsylvania’s Treasure Hunt
Terminal Game Launch
Ed Trees, Executive Director, Pennsylvania
Lottery
The Pennsylvania Lottery launched a new
terminal-based game called Treasure Hunt in 2007. The
advertising overview will feature outline teaser, OOH support,
TV spot as well as outline bus tour and media coverage. Results
wrapup will focus on current sales and cannibalization for
midday games and online games.
South Carolina’s $5 Online Terminal Game Launch
Steve Beck, Deputy Director, Marketing & Product
Development, South Carolina Education Lottery
SCEL will launch its first $5 online game, Mega
Match 6, early in calendar 2008. The game will feature multiple
win opportunities. This product launch was motivated by the
success of the $5 and $10 instant ticket price points.
Quantitative study research shows that the players who are
willing to play are higher income players.
Private Meeting for Lottery Marketing & Sales
Directors
Moderator: Terri La Fleur, publisher, La
Fleur’s Magazine
This is an opportunity for one-to-one networking
with lottery peers.
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Tuesday, November 6
9 a.m.-6 p.m.
Segment: Marketing Table Games
West Virginia Legalizes Table Games
Libby White, Deputy Director, Marketing, West
Virginia Lottery
The West Virginia state legislature approved
legislation permitting West Virginia Lottery table games to be
conducted at the state’s four racetracks—pending local approval.
BCLC: Pacific Hold’Em Poker
Leslie Kanerva, Category Manager, B.C. Lottery
Corporation
BCLC is reporting strong sales from its Pacific
Hold’Em Poker game that was launched in 2006 for its its
"hospitality" channel (e.g. bars and pubs).
Maryland Hold’Em Poker Pilot
Buddy Roogow, Director, Maryland Lottery
The Maryland Lottery is piloting a Hold’Em Poker
monitor game at 30 retailers statewide to assess its popularity
as well as sales impact on Keno and RaceTrax. Expansion goals
will be determined by player interviews. Each attendee will
receive a Hold’em ticket and a picture mask of the Avatar chosen
on the ticket in their reception packs. Those holding tickets
could win a prize!
Segment: iMarketing: What’s New?
Case Study: Oregon
Brian Sullivan, Marketing Communications
Manager, Oregon Lottery
The Oregon Lottery is aggressively reaching out
to the emerging market by developing its iMarketing programs.
This session will look at what’s new and improved, such as
gadgets, widgets, flickering and more.
Case Study: Minnesota
John Mellein, Marketing Director, Minnesota
Lottery
A VIP club known as Lucky, MN is the centerpiece
of the Minnesota Lottery’s Internet marketing strategies. This
will be a do’s and don’t session on how to develop VIP
membership and capitalize on iCommunications.
Case Study: Loto-Québec
Lynda Zuliani, Director, Advertising &
Communications, Loto-Québec
This session will examine how Loto-Québec
incorporates the Internet as a medium for advertising its
expansive lottery product mix, which includes passive, instant,
terminal, sports betting, special edition, television draw games
and multimedia products.
Segment: Lottery Bingo Mania
Atlantic Lottery Corporation
Launches Internet Bingo
Joey Cormier, Category Manager, Sports &
Interactive, ALC
ALC launched its iBingo product on its branded
PlaySphere Internet platform in May 2007. iBingo permits both
single and group play.
Segment: Raffles
Montana Millionaire
George Parisot, Director, Montana Lottery
The Montana Lottery launched a $20 raffle this autumn featuring
a $1 million top prizes. To stimulate early sales, a drawing
will be held every two weeks in October and November to give
away $5,000.
D.C. Millionaire Raffle
Jay Young, Chief Operating Officer, D.C. Lottery
The D.C. Lottery launched a $10 raffle in July
to celebrate its 25th anniversary. This presentation will focus
on pre-raffle steps, raffle launch support, raffle game outcomes
and next steps.
South Dakota's 20th Anniversary
Mike Mueller, Director, Advertising & Public
Relations, South Dakota Lottery
The South Dakota Lottery launched its first
raffle in fall 2007 to celebrate its 25th anniversary. This
presentation will give a game overview, product positioning
explanation, examples of marketing aimed at current and
prospective players and sales update. There will also be a
discussion of the lottery's first beneficiary campaign and its
first $20 scratch game.
Segment: Text Message Marketing
NEW: Case Study: Nebraska
Lottery's Marketing of "The Team"
Matt Carpenter, Account Representative, Ayres
Kahler advertising agency
The Nebraska Lottery and its ad agency Ayres
Kahler have conducted multiple text messaging campaigns to
support its "Street Team" marketing, including sporting events (UNO
Hockey Game and Lincoln Saltdogs baseball) as well as special
events ( SWitt campaign at Nebraska State Fair and UNL Big Red
Welcome). Get the ad agency's perspective on campaign strengths,
weaknesses and future prospects.
Advertising Showcase
The conclave will conclude on Tuesday afternoon
with a showcase of the newest advertising submitted by lottery
organizations attending the conference. A complimentary DVD of
the Advertising Showcase will be available to attendees.
Wednesday, November 7
Departure of attendees
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