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