Illinois Lottery sales topped $1.85 billion for the first six months of the year, in which the Lottery transferred a record $708.6 million to good causes: $639.8 million to public schools, and $68.8 million to roads, bridges, and to fund causes through the sale of special instant games like the fight against breast cancer and Illinois veterans’ assistance. 

A key to increased sales, according to the Lottery’s new Superintendent, was the Lottery and its private manager, Northstar Lottery Group, moving decisively to change its brand image in Illinois. “Research indicates that most adults in Illinois support the idea of the Lottery, but a much smaller percentage actually play,” said Lottery Supt. Michael Jones. “We also learned during an advertising review that we have work to do to make the lottery relevant to a larger segment of the population.”

The lottery’s emphasis on, and redesign of, its specialty instant games–Veterans’ Cash, Mission Move, Ticket for the Cure, and Red Ribbon Cash—which benefit specific causes, helped players and non-players alike realize the essence of the Lottery: you risk a small amount of money toward a large prize, with the net proceeds going to something you believe in.  “Making people aware of that equation is one of the keys to the Lottery’s long–term success,” Jones said.

Jones pointed to the Powerball creative done by the Lottery’s multi-cultural ad agency, Commonground, as another turning point that impacted sales. “Almost everywhere I go, people comment on that television spot,” said Jones. “It seemed to capture what a great state we live in–and the possibilities of what a lottery can do.”

Other marketing highlights that impacted the Lottery’s brand, according to Jones, include the rebranding campaign titled “Anything’s Possible,” as well as the recent relaunch of Little Lotto as Lucky Day Lotto.  

Total sales increased 17.9 percent (unaudited) over last year. Sales of instant tickets grew the most–27 percent–to $1.62 billion during fiscal year 2012.  Among popular new instant games were the beautifully designed Chicago Cubs, Chicago White Sox , and St. Louis Cardinals tickets, which allow participants a chance to win season and/or World Series tickets.