Customer Marketing with Greeting Cards During the Holiday Season

Background:
Help the Kentucky Lottery Corporation - one of the few lotteries in the country that can send direct mail to their players - leverage the popularity of scratch-off products as holiday gifts.

Solution:

• A cheerful holiday card featuring a humorous play on the word "scratch"
• A promotional insert, designed to match the card, that rewarded active players with a coupon for free scratch-off tickets and encouraged them to make additional purchases during the holiday season

Results:
Our card/insert package brought Kentucky Lottery Corporation an 18% redemption rate for two years in a row - double the rate of previous holiday mailers featuring similar offers and the highest response rate of any mailer sent during that two year time period.  The client was so pleased that they entered the campaign in the Lottery Association Award Competition, winning 2nd place for the "Hickey Special Promotions Award."

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