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Mythical City Provides Missouri Lottery With A Winning Personality
CHICAGO–Barkley, Evergreen & Partners this week attempts to build a brand identity for the Missouri Lottery through the creation of a mythical place called Luckytown.
The campaign begins this week with a 30-second TV spot in which lottery officials announce their move to the make-believe burg, where the weather is always 72 degrees and sunny and “the only thing that’s blue is the sky.” The campaign is tagged, “Your ticket to Luckytown.”
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