Erwin-Penland has emerged as the winner in the review for the $7.5 million account of the South Carolina Lottery.
In a presentation to the state's lottery review panel Sept. 14, the Greenville, S.C., agency outscored Rawle Murdy Associates of Charleston, S.C., and Newman,Saylor & Gregory in Columbia, S.C., for the two-year contract.
"I thought their look at retail locations was untraditional," said Pat Koop, the lottery's director of sales, marketing and public relations. "They took advantage of the spaces around gas pumps and other outside spots."
The panel's unanimous recommendation went to the lottery commission last week after the shop amended its proposal to include additional in-state minority and/or women-owned business partners. In its original bid, E-P listed Images USA of Atlanta as its only minority subcontractor. The new contract adds Maxim Communications and S.C. Black Pages, both in Columbia; Color Pro of Eastover, S.C.; and Regional Media Corp. in Charleston.
E-P's duties will include brand and Web site development, advertising and point-of-sale displays. Radio, television, outdoor and print will be in the media mix.
Brand identity TV commercials are scheduled to break in December. Lottery tickets go on sale Jan. 1.
"Half the state voted against the lottery," said agency president Joe Erwin. "Even before the first scratch-off game is sold, we plan to message the educational benefit, and it will always be a subcampaign."
Erwin-Penland will also be responsible for retail game promotions and "Play responsible" ads aimed at habitual gamblers.