Indiana lottery tries its luck with new ad campaign

The Hoosier Lottery, which decided to ditch its old marketing strategy for a fresh new brand image last fall, launched an upgraded advertising campaign this month.

The initiative's tagline, "Imagine That," is aimed at tapping consumers' dreams of what they could do with the lottery money. The campaign is expected to cost about $10 million and features radio, TV, print and outdoor signage ads, according to The Indianapolis Star.

Ads feature past Hoosier winners discussing their plans – both serious and funny – for their big bucks as they stand next to a thought bubble containing the campaign's slogan. In one commercial, a lucky number owner states he'll use the money to find Bigfoot and another ad features a winner saying she'll use it to pay for in vitro fertilization.

"Everyone has had those conversations at one time or another, talking about what they would do if they won the lottery," Karl Browning, Hoosier Lottery executive director, said in a statement, according to The Evansville Courier & Press. "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."

The Indiana government decided recently to funnel more advertising funds into the lottery to increase tax revenue.