The California State Lottery seeks an agency partner providing advertising and marketing services that’s capable of helping the commission successfully connect with and motivate the state’s Hispanic consumer market.

According to the RFP, the Lottery is looking for a “data-driven, strategically-based, highly creative Hispanic Advertising Agency with best-in-class capabilities across all channels” that can “elevate the Lottery’s brand, drive sales, and position the Lottery for the future.”

CA Lottery

The CA Lottery is the second largest lottery system in the U.S.

Scope of the work includes planning, coordinating and executing the Lottery’s annual marketing and advertising plan in the Hispanic consumer market; creating and producing Hispanic dedicated advertising and marketing materials; collaborating with the Lottery to develop Hispanic advertising and marketing plans across various channels and platforms; conducting research; planning, buying and implementing media plans; developing and executing retail communications, consumer promotions and experiential marketing initiatives; and providing PR programs including media relations and crisis communications functions.

The California Lottery requires that all qualifying agencies have at least $8 million in annual billings, a minimum of three years of Hispanic marketing experience, dedicate at least 25 percent of the agency’s work to Hispanic marketing, and have an existing office in California, among other minimum criteria.

Initial term of the proposed contract is five years, with the possibility of two additional one-year renewals at the Lottery’s discretion.

Deadline for submitting an intent to bid or questions regarding the RFP is 5:00 pm (PST) on Feb. 15. Contact is Laura Lee Rogers, [email protected].

Agencies aren’t required to file an intent to bid, but those that do so will receive additional potential notices or amendments related to this RFP.

Deadline to submit is 3 p.m. (PST) on March 28. Proposals should be sent to:

California State Lottery
Contract Development Services
700 North 10th Street
Sacramento, California 95811-0393
Attention: Laura Lee Rogers
Response to RFP #50079

Download the RFP (PDF).