The State of Michigan has awarded the marketing and advertising services Contract for the Michigan Lottery to SMZ, following an extensive competitive bidding process. Based in Troy, MI, SMZ will be responsible for helping the Lottery develop and implement its retail and brand strategy, creative and production, media planning and placement for retail and online games marketing efforts.
SMZ will continue to work with the Lottery to promote its entire portfolio, including draw, daily, instant, club and the new online games. Michigan is one of just three lotteries in the United States to offer digital versions of lottery games online.
“The Michigan Lottery is one of the most progressive lotteries in the country,” said SMZ Executive Vice President Pam Renusch. “We look forward to continuing to help the Lottery leverage new technologies and innovative practices to meet the needs of a diverse player base and to remain competitive in the entertainment marketplace.”
SMZ will continue to provide marketing, promotion, and advertising services that will help the Lottery achieve its mission of maximizing net proceeds from the sale of lottery tickets to support public education in Michigan. In the 2015 fiscal year, the Lottery contributed a record $795.5 million to the State School Aid Fund thanks to strong support from players, who purchased a record $2.8 billion in lottery tickets. The Michigan Lottery anticipates it will contribute $890 million to the School Aid Fund in the current fiscal year.