West Virginia Lottery’s Holiday Ticket Campaign – “Winning Wonderland”

Bringing Holiday Magic to Life

The Manahan Group (TMG) partnered with the West Virginia Lottery to transform its annual holiday ticket campaign into a heartwarming and immersive experience across television, radio, digital, and outdoor channels. The goal? To spark festive excitement, connect with audiences on an emotional level, and make the Lottery’s seasonal scratch-off tickets the centerpiece of holiday gifting.

To bring this vision to life, the West Virginia Lottery imagined a whimsical winter wonderland—an enchanting market village that radiated holiday spirit, charm, and a sense of magic. At the center of this snowy scene stood a lovable snowman, who, through a touch of holiday wonder, magically came to life.

A Story Told Through Magic and Nostalgia

The snowman, designed as a playful and cheerful guide, led a group of holiday shoppers on a heartwarming journey through the snowy village. As they explored and had fun ice skating and sleigh riding down the snowy hills. The campaign story reached its cozy climax as the characters gathered around a glowing campfire to enjoy their new holiday tickets—while the snowman, of course, kept a respectful distance from the flames. This charming and nostalgic narrative captured the warmth of the holidays while subtly highlighting the excitement of the holiday ticket campaign.

Creative Strategy & Execution

TMG brought this imaginative concept to life through a multi-channel creative strategy designed to maximize impact and engagement. The campaign included:

• Television Commercials: TMG produced 202 airings of the holiday-themed spots, generating 3.0 million impressions with a 74.5% audience reach and an average frequency of 3.4.
• Programmatic Digital Advertising: With over 4.3 million digital impressions and 3,167 clicks, the digital campaign helped extend the reach of the holiday ticket campaign to online holiday shoppers.
• Outdoor Advertising: 14 digital billboards displayed rotating creative content, earning nearly 3 million impressions—about one-third of the total outdoor exposure.

Conclusion

The Manahan Group helped the West Virginia Lottery transform a simple scratch-off into a moment of joy and tradition through the holiday ticket campaign. By creating a magical winter narrative and spreading that story across multiple media channels, the campaign built meaningful connections and drove measurable success. If you are looking to turn your next seasonal promotion into something unforgettable? Let us help bring your vision to life—just like we did with “Winning Wonderland.”

Please visit wvlottery.com to view all their online games as well as new and current scratch-off tickets.