MCLEAN, VA: The Virginia Lottery has selected Qorvis Communications as AOR under a three-year integrated marketing contract that includes advertising, PR, and interactive outreach.
Qorvis was chosen through a six-month, multi-round selection process that also included finalists Richmond-based Barber Martin Advertising, the Lottery's previous AOR; Glen Allen, VA-based Charles Ryan Associates; and Arlington, VA-based LM&O Advertising.
Qorvis founding partner Doug Poretz declined to give details on the planned campaign, which is worth about $19 million a year, including media buys, and runs through March 2010. He did say one focus of advertising, media relations, public events, and other kinds of outreach would "raising awareness" of the funding for education that the Virginia Lottery provides.
"The Lottery has never before launched a total communications campaign like this," Poretz said. As part of the work, "we'll do a lot of grassroots outreach at the local level. The best way to get the message out in places like Danville, VA, for example, is by hitting local media with [a Danville angle], and we'll try to hit the local media in every market in the state."
MD Bill Replogle led the Qorvis bid, which included partners SmithGifford Creative, Spurrier Media Group, eBrains, Elevacion, and Divercity Advertising.