Mr. Brad Thompson reports
MARILYN MONROE MAKES HER DEBUT IN IDAHO
Pollard Banknote Ltd. congratulates the Idaho Lottery on the recent performance of its $5
Marilyn Monroe scratch game. The game launched in early January and was supported by a robust advertising campaign, which contributed to the ticket's impressive success. Based on the first six weeks of sales, this was the lottery's second bestselling $5, non-extended play game since 2016.
The Marilyn Monroe ticket was offered in two glamorous Valentine's Day-inspired designs featuring the Hollywood legend. Both iconic images were enhanced with Pollard Banknote's Glitter FX print innovation, giving the tickets a premium sheen. The iconic and instantly recognizable Marilyn Monroe appealed to nostalgic players and non-players alike -- as well as the two top prizes of $50,000. To capture the Valentine's Day theme, heart-shaped game play symbols feature prominently in the design. Players scratched the hearts to reveal thematic symbols -- if they revealed a diamond they won the corresponding prize, if they revealed a kiss symbol they received an instant $20 win or if they revealed a Marilyn Monroe symbol they won all 20 prizes shown on the ticket.
Every great star needs a supporting cast, and the Idaho Lottery delivered, supporting the ticket with a comprehensive marketing campaign, including an array of retailer point-of-sale materials, Internet and radio advertisements, billboard advertising, and a humorous TV spot featuring the Idaho Lottery spokesperson singing and dancing with a cardboard cut-out of Marilyn on stage.
"We were excited to bring Marilyn Monroe to market in Idaho," said Brad Thompson, vice-president, sales and marketing, Pollard Banknote. "The aspirational and glamorous attributes that Marilyn represents were a great success for the Lottery's Valentine's Day game."
"The Marilyn Monroe brand was an instant hit with our players," said Jeff Anderson, Idaho Lottery director. "The brand strength lent itself to rich promotional support, helping sales which ultimately benefit Idaho public schools and buildings."
Pollard Banknote's portfolio of licensed games includes a broad range of legacy and retro brands that offer lotteries an exciting and instantly recognizable way to engage players. The licensed products team offers a comprehensive turnkey program that includes the design, programming and printing of themed tickets, as well as additional value-added options including second chance draws, a point-of-sale program, and broadcast and digital marketing.
The Idaho Lottery responsibly provides entertaining games with a high degree of integrity to maximize proceeds for education in Idaho. Since its inception in 1989, the lottery has returned more than $846-million to the State's Public School Building Account and the Permanent Building Fund.
About Pollard Banknote Ltd.
Pollard Banknote is a leading lottery partner to more than 60 lotteries worldwide, providing high-quality instant ticket products, licensed games, Schafer Systems retail merchandising solutions and a full suite of digital offerings, ranging from game apps to comprehensive player engagement and iLottery solutions, including strategic marketing and management services. The company is a proven innovator and has decades of experience helping lotteries maximize player engagement, sales and proceeds for good causes.
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