California Lottery seeks agency to help engage Asian community

The California Lottery wants to bring on an agency that can help engage the Asian community in new ways with an innovative PR program.

SACRAMENTO, CA: The California Lottery is looking to sign a firm to support its outreach to the Asian community.

The contract is for five years with a two-year option to renew, according to documents released last week. Services will include advertising and integrated communications with a goal of "maximizing net revenue from lottery sales for the benefit of California public education," according to the documents.

The Lottery wants its new partner to "help it approach the Asian consumer in a fresh, new way," which will include strategizing the brand’s direction, upping player engagement, and increasing earned media and sales, the documents state.

Firms should have PR experience as the Lottery may require integrated PR and marketing communications skills to handle new and online media, media relations, crisis communications, event management, and cross-cultural outreach, as stated in the RFP. Social media skills are also considered "desirable." Asian target markets may include Chinese, Korean, and Vietnamese consumers.

"The Lottery is looking for an innovative partner capable of building and implementing a fresh PR program and delivering high levels of earned media and robust ROI," the documents state.

Qualifications include Asian market advertising experience and at least $3 million in gross Asian market total account billings in 2014, $2 million of which should be driven by Asian market media placements. Firms should have at least $2.5 million in billings of the same nature in 2013, with $1.5 million coming from media placements, as stated in the RFP.

Submitting agencies also need to have an office in California. A budget for the account was not specified in the documents.

Proposals in what will be considered "Phase I" are due by January 21, 2015, and finalists are expected to be named during the week of February 16, which will begin Phase II. The Lottery anticipates a contract award to be made in June 2015, with a start date of August 1, according to the documents.

The Lottery’s contract with Time Advertising ends November 2015, according to the document, and its lead advertising agency is David & Goliath.

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