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Cronin Hits the Lottery
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Business New Haven
11/29/1999
By: Tammy Rachau
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GLASTONBURY - Cronin & Co. has received a Gold Batchy Award from the North American Association of State & Provincial Lotteries (NASPL) for excellence in lottery advertising. Created on behalf of the Connecticut Lottery Corp., Cronin earned a Batchy in the Best On-Line Game TV Commercial category for the “Boomerang” television commercial advertising Classic Lotto.
“We are very excited to have won our 13th Batchy. It's always an honor to be recognized by the NASPL for our work on behalf of the Connecticut Lottery,” says Steve Wolfberg, executive vice president and creative director at Cronin.
Lotto, which was replaced by Wild Card Lotto in 1997, returned to the marketplace as Classic Lotto in June in response to overwhelming consumer demand. The award-winning 30-second spot was created to generate excitement and awareness for the return of the game, as well as for the current jackpot amount. The spot features a man throwing a boomerang in his backyard which returns a year later, representing the return of Classic Lotto. The spot ends with the tag line, “It's Baaaack!”
In other Cronin news, the Blue Chip Co. has tapped Cronin to re-launch the Blue Chip Enterprise Award, a program of the Blue Chip Enterprise Initiative. Sponsored by MassMutual and the U.S. Chamber of Commerce, the BCEA has been awarded to some 1,800 business owners since its inception in 1990.
“We are delighted to add MassMutual to our client list and further strengthen our insurance and business-to-business expertise,” says Lisa Zaccheo, managing director of Cronin's direct-marketing division.
This comprehensive account will allow Cronin to work on two phases of the BCEA. Phase I will incorporate national print direct-response ads, collateral materials and direct mail to generate awareness for the BCEA with customers, potential customers and MassMutual producers. Phase II, currently in development, will focus on the promotion of winners in the second quarter of 2000.
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