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Virginia Lottery | Company Profile, Marketing Contacts, Media Spend, Brands

The Virginia Lottery, located in Richmond, VA, is a state-operated lottery that donates all profits to the state education system for grades K-12. The lottery also donates all unclaimed prize funds to the Literary Fund which is used for school construction and teacher retirement funding.

Main Telephone (804) 692-7000
Main Fax (804) 692-7505
Primary Address
600 East Main Street
Richmond, VA 23219

Virginia Lottery Contacts

Contacts (5/12)
Name Title State
Deborah C. Director, Finance VA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (804) 692-7000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 600 East Main Street
Richmond, VA

Jill V. Director, Communications & Community Outreach VA
Rob W. Digital Manager VA
Paula O. Executive Director VA
Amy D. General Counsel VA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Virginia Lottery *******

Agency Relationships

Brand Agency Service From To
******** ******* ****** ****** *********** Media Buying, Media Planning unknown present
******** ******* *** ***** Creative 2010 present
******** ******* ****** **************, *** AOR - creative, digital 2007 present
******** ******* ******* Public Relations, Social 2013 present

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Virginia Lottery hires new agencies to lead ‘digital first' evolution

Subject” Digital, social media, online advertising, outdoor, TV

Organization: Virginia Lottery, generated more than $538.6 million for the state’s public schools in fiscal year 2014, according to the organization.

Opportunity: Hired several agencies to handle various marketing initiatives after a review. As we reported in May, Virginia Lottery’s marketing budget has historically gone to outdoor ads, but it’s now working to become a “digital first” company. Therefore, your media approach should be grounded in high ROI digital/online player engagement and consumer engagement. 

Additional Insight

Incumbent: Richmond, Va.-based Big River (launched the “We're Game for Education” tagline), whose four-year contract ended at the end of September.

New Agencies: Virginia Lottery has moved away from a traditional one-agency AOR model so it can run several marketing efforts in motion simultaneously. The Virginia Lottery is working with the following agencies now:


Target Audiences:  According to the RFP, Virginia Lottery’s new player marketing efforts will target “Alphas,” people who have a love/hate relationship with technology, and “iDrenz,” tech-savvy digital natives who view tech as a positive part of their identity.

Loyal player marketing initiatives will target “Joes & Janes What If,” the most loyal customer segment of all targets believes “today could be my lucky day,” and “Calgons,” mostly women who are busy with long to-do lists and love sharing content on social media. 

Media Spend: Virginia Lottery allocated $5.1 million towards measured media last year, down 5% from $5.4 million in 2012. Outdoor and spot TV buys made up the bulk of spending both years.

Virginia Lottery
900 East Main St.
Richmond, VA 23219 
(804) 692-7000

Paula Otto
Executive Director
(804) 692-7000

John Miutz
Marketing Manager
(804) 692-7502