• by Fern Siegel , August 14, 2023

Integrated marketing agency 9Rooftops has retained its agency-of-record status with the Pennsylvania Lottery. It was selected after a competitive review.

The two organizations have worked together in various forms for 20 years. 9Rooftops' new remit is to create campaigns that highlight the lottery’s mission — contributing proceeds to help senior residents.

Since ticket sales began in 1972, the Pennsylvania Lottery has contributed more than $33.8 billion to an array of programs, from prescription assistance to transportation, senior-center meals to property rebates.

“We believe 9Rooftops is uniquely qualified to help our lottery evolve in a complex marketing environment so the PA Lottery can continue generating vital funds our seniors rely on each day,” said Drew Svitko, PA Lottery's executive director.

The agency's next work for the client will debut around Halloween.

In April, the Pennsylvania Lottery launched a new “Talking Ticket” campaign with 9Rooftops. A second concept in the series is rolling out later this year.

Last year, the agency created the "Lottery Love" brand campaign to commemorate its 50th anniversary. It also introduced Gus, a CGI character that became a regular feature of Scratch-Off games.

Plus, 9Rooftops developed the lottery's social-media platforms to enhance engagement on Instagram and Facebook, and launched the PA Lottery online gaming platform.

Stephen Smith, senior vice president-group account director, 9Rooftops, said: “We have a clear, detailed and expert perspective on the current and emerging landscape and ... will continue to provide ongoing and detailed insights that help the Pennsylvania Lottery grow in an environment of unprecedented competition."