DC Lottery puts ad services up for grabs

The scope of work includes traditional and digital marketing services, the latter spanning digital and social strategy, design, development and execution, as well as analytics and reporting for each.

The lottery run out of the nation’s capital is searching for a full-service advertising firm as it looks to ramp up sales of its core product offerings.

The District of Columbia Office of the chief financial officer, office of contracts is seeking a firm to support the DC Lottery and Charitable Games Control Board as a "primary advertising resource including creative development and execution media planning, account service and a variety of supporting services," according to an RFP.

Bidders "are encouraged to submit proposals based on an anticipated total budget in the amount of $6.4 million, which includes an estimated value of $3 million worth of media buys," the document stated. "Effective advertising is critical in maintaining increased sales of lottery tickets," said the board.

For the 2014 FY, the DC Lottery sold $215,981,104 in tickets, of which $54,966,500 went to the city’s General Fund to support services for District residents, businesses, visitors, and commuters. The 2014 figure represents a significant drop from 2013, when sales reached $242,429,965.

The scope of work includes traditional and digital marketing services, the latter spanning digital and social strategy, design, development and execution, as well as analytics and reporting for each.

The anticipated contract will run for a year with four annual options to renew.

Washington-based MDB Communications is the current AOR for the DC Lottery, confirmed MDB CEO and brand advocate Cary Hatch.

Further comments were referred to the DC Lottery, where a representative was not immediately available for comment.

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