Challenge
Every day, someone wins playing Washington’s Lottery. Whether they take home $50,000 or $50 million, the problem is very few people want to go on the news and talk about their win. By the time the news story finished they would have calls from financial planners to their newfound third cousin. Consequently, most winners choose to stay anonymous. So how do you excite people about the possibility of winning the lottery if, in most cases, the winners aren't willing to talk about actually winning the lottery?
Solution
When a winner claims their prize, Curator receives a call. We have the joy of talking to Washingtonians the minute they pick up their check. It’s our job to glean the details of their experience and form a newsworthy story… without the benefit of the central figure of the story. We make it work. From the Kent man who works as a garbage collector by day and a youth minister by night who won $5.5 million, to the Everett pharmacist who plans to use his winnings to open his own pharmacy, to the player who won $125,000 after following advice from a fortune cookie, we shape and share the unique, wonderful and powerful stories of our winners, and the good that comes from playing the lottery. With more than $4.2 billion contributed to help provide grants to college students statewide and support early childhood education, Curator also helps share the story of how the lottery benefits our state. Shining the light on our state’s luckiest retailers, introducing new games, spotlighting Lottery Week, touting professional sports partnerships, and…. well, you get it. When you hear a story about Washington’s Lottery, we’re the lucky agency that shaped it.
Results
#1 Year in history for Lottery sales and media coverage in FY2019. 32:176 Media outlets who covered Washington’s Lottery and number of stories placed in FY2019
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