The Halo Group Claims Lottery Win

Agency Creates Captivating Branding and Loyalty Campaign for Lottery Rewards

Oct 15, 2013, 13:31 ET from The Halo Group

NEW YORK, Oct. 15, 2013 /PRNewswire/ -- The Halo Group, a New York City based branding and marketing communications agency, is pleased to announce they have been selected by Retail Gaming Solutions (RGS), a New York based company specializing in physical lottery merchandising and affinity programs, to launch Lottery Rewards, a retailer based, interactive second chance sweepstakes for lottery players.


The first retailer-based lottery affinity and loyalty program in U.S., Lottery Rewards will be launching its national roll out this fall at Hess Express, Tops Friendly Markets and Jackspot locations in select East Coast markets. Lottery Rewards "second-chance" programs will offers players holding losing lottery tickets the opportunity to win cash sweepstakes, promotions and prizes such as concert tickets, vacations or exclusive prizes like free gas or groceries for a year.  

"This win-win business concept is an innovative step to drive lottery and overall store sales. Every lottery player deserve a second chance, and our proprietary program allows select retailers to offer players an on-going second chance opportunity," said Jeff Perlee, Chief Executive Officer, Retail Gaming Solutions and a 20-year veteran of the U.S, lottery industry having served as Director/CEO of the New York Lottery and General Counsel with the Illinois lottery. "Halo provided what we needed; a stopping campaign that would introduce this concept in the marketplace and increase lottery play at each location. By displaying an excellent understanding of our business, they proved they could provide us with all the integrated marketing capabilities we were looking for to reach and reward our loyal players."

In order to capture lottery player's attention and encourage non-winning players to sign-up for their second chance to win, Halo humanized a lottery ticket character.  With inspirational messages such as "It Ain't Over" and "Don't Give Up on Me Man", he has hopes and aspirations of "winning big" - driving a brand new luxury car or lounging by the pool at his mega-mansion.

"Retail Gaming Solutions has decades of experience in nationwide lottery retail optimization; they're smart, bold and understand the value of innovative marketing. I think we're a good fit," said Linda Passante, CEO/Co-Founder, The Halo Group.  

"We're serving multiple clients, Lottery Rewards to introduce and explain this new concept, and each of their partner chains to help drive sales inside each of their convenience stores. This is one of the most crowded retail environments so, in addition to traditional tactics, we're using unusual tactics. Audio messages and trash receptacles, the last possible place where we can make an impression that they are about to throw away their chance at winning," explained Passante.

The agency is helping to develop Lottery Rewards' brand experience; from loyalty program parameters, brand identity, website, and communications program; broadcast, print and social media, as well as in-store point-of-sale and promotional communications pieces. The campaign will be tested in retail locations in Massachusetts and New York.

Lottery Rewards is fast and simple.  Players can follow these easy steps:

  • Step 1: Buy a ticket at a participating retailer
  • Step 2: Receive retailer passport code
  • Step 3: Enter code on the Lottery Rewards website via mobile phone or online
  • Win cash and prizes

To view the campaign, please visit

About The Halo Group
The Halo Group is a marketing communications and branding agency that brings experts in business, branding, advertising and public relations together to work as a single team. Halo helps companies with every experience that a customer has with their brand. The Halo team works alongside a select group of international, national and regional clients. Halo's work has been honored with some of the industry's top awards; Telly, Webby, and Internet Advertising Competition Awards but, more important, these campaigns are building relationships around the globe. Founded in 1994, The Halo Group is an independently owned agency, headquartered in New York and is a member of AAAA, PRSA, NAWBO, and a recognized MWBE.  Visit for more information.

SOURCE The Halo Group