Client: New York Lottery
Agency: DDB Needham
Program: Call-Off
Need: Ralph, the New York Lottery's popular pitch man, needed a vacation from the rigors of announcing the huge jackpots. So, the people of New York were given a chance to fill in for him by competing in auditions with the eventual winner being featured in the popular TV commercial.
Solution: Coordinate contact with the sweepstakes winners selected to attend the auditions, securing the locations, designing the stage, setup/teardown of the display, preparing hospitality needs, and working with members of the media covering the events. PMI also secured luxury travel arrangements and first class entertainment for the winner and their guest from each of the five statewide auditions to travel to New York City to compete in the final "Call-Off" - a major press event was held atop the World Trade Center. In addition to being featured in the commercial, the winning contestant, a lovable grandmother from upstate New York, garnered significant incremental media coverage for the New York Lottery, becoming a star in her own right!
