LegionThirteen Breaks True Stories Integrated Advertising Campaign for Rhode Island Lottery

Work Chronicles How Life Has Changed For Million Dollar Raffle Winner Anthony Broccoli

Providence, RI (October 7, 2010) — LegionThirteen, a forward-thinking integrated branding firm, today announced that its TV work for the Rhode Island Lottery (TheLot) which began airing on October 10, 2010. This is the first work to break for the new agency since it announced it was open for business on September 13, 2010.

The spot, which promotes Rhode Island Lottery’s Million Dollar Raffle Game, was created as part of a “True Stories” integrated campaign across TV, web and social media that features a documentary-style look at how life has gone for 2008 winner, Anthony Broccoli. The theme of the campaign is, “This Could Be Your Year.”

“When someone wins The Rhode Island Lottery, and especially jackpots like the one in the Million Dollar Raffle Game, there is a real impact on their life and the lives of their families,” said Steve Bautista, chief creative officer at LegionThirteen. “Our strategic approach was to reflect this impact in the work and present the Games story in a compelling and persuasive way.”

At the end of the 30-second spot, viewers are prompted to visit The LOT’s website to view a longer documentary on the impact of the Million Dollar Raffle Game on Mr. Broccoli and his family. That mini-documentary will also be posted on YouTube and promoted via The LOT’s social media pages, where viewers can watch, share and comment.

“We saw an opportunity to not only stimulate ticket sales, but generate excitement for The LOT and all of its games as a whole, by harnessing social media to extend the power of the projects budget,” said Bautista. “The documentary-style approach was chosen to reinforce to viewers that the raffle is real, the people are real, and on New Year’s Eve, there will be another real Million Dollar Raffle Game winner.”

In setting up the production, LegionThirteen sought a filmmaker with the ability to articulately tell a compelling story in a short window of time, in this case 30 seconds. Christian de Rezendes of Breaking Branches Pictures out of Smithfield, RI was chosen for his ability to edit and tell a story with efficiency. De Rezendes was challenged by Bautista to be flexible with a tight deadline and work within a small window of time to limit the imposition on the Broccoli family.

Ahead of the media flight, the 30-second commercial and the extended documentary can be viewed at www.rilot.com/TrueStories.

About LegionThirteen

LegionThirteen is an elite group of senior marketing specialists that provides companies with a higher level of thinking to solve complex marketing challenges. The firm has assembled individuals from a wide range of creative professions — writers, artists, architects, public relations practitioners, strategists and computer experts — who attack problems in unique ways vs. traditional communications firms. Named after one of historys most formidable armies that existed for over 500 years, LegionThirteen focuses on clients with zeal and efficiency to produce results.

LegionThirteen is a firm that excels at a full range of communications disciplines that intersect to give a brand relevance. The company is driven by the motto Ideas Rule. Learn more at www.LegionThirteen.com.

EDITORS NOTE: Still shots of the commercial and headshots of Mr. Bautista and Mr. de Rezendes are available upon request.

Contact:
Larry Marchese
LegionThirteen
(617) 733-8899
lmarchese@LegionThirteen.com

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