Client:
Heidi Weaklend, marketing director, Nebraska Lottery

Overview:
The Nebraska Lottery couldn't be happier with the work Ayres Kahler has created for us over the six years we have worked together. The Ayres Kahler staff works hard to understand our ever changing business and the marketplace and environment in which we operate. Marketing a consumer product under a governmental umbrella can be extremely difficult, and Ayres Kahler has done an excellent job of adhering to the advertising guidelines we have developed to make sure that the Lottery is marketing in a responsible manner.

Strategy:
I believe that Ayres Kahler's strengths lie in its strategically driven creative and its well-planned media buys. It is essential that all creative and media developed for the Lottery be strategically sound and focus on the core benefits that our various products offer. The account staff members are totally immersed in our business, which allows them to be an active member of our marketing department. They are involved from the ground up in all market planning. All creative direction for the Lottery flows from effective and efficient account planning that is derived from sound research findings.

Creative Work:
Likewise, the Ayres Kahler creative staff is a valuable resource to the Lottery and has produced very effective creative for our product lines. The Nebraska Lottery's FATE campaign is a good example of strategically sound and effective creative. Introducing FATE as a spokesperson for the Lottery has been the single most effective advertising campaign that the Lottery has launched in it's nine-year history.

Results
Awareness of our products and the Lottery in general has risen over the past four years that the FATE campaign has been running and sales are up. This past year, the Nebraska Lottery saw an 11 percent growth in sales and Ayres Kahler was a large part of that success.

More about the Nebraska Lottery account:

Case History
Client Work
TV Commercials
Ayres Kahler Creative Services
Ayres Kahler Media Department