Illinois Lottery Hires Minority PR, Media Pro

CHICAGO The Illinois Lottery has selected Danielle Ashley Communications as its African American public relations and media services agency after a review, according to the shop.

The Chicago agency will be responsible for advising the Illinois Lottery on PR specifically related to the African American community as well as the planning and execution of African American promotion, print, radio and TV buying.

“We are very excited to have Danielle Ashley join the Illinois Lottery team,” said Illinois Lottery superintendent Carolyn Adams in a statement. “The lottery is proud of its inclusive marketing practices and we feel that Danielle Ashley, in conjunction with our other PR firms, will help ensure that the lottery effectively communicates with all segments of Illinois’ diverse population base.”

The shop has been signed to a nearly two-year-contract, with three optional one-year renewals, according to the agency. Though the exact amount of the current contract has not yet been finalized, the total six-year pact (including renewals) is worth more than $5 million. The other finalist was E. Morris Communications in Chicago.

The Illinois Lottery in June tapped R.J. Dale to handle its $20 million advertising account after a review. The shop has recently been airing ads featuring comedian Bernie Mac celebrating the lottery’s 30th anniversary.