Press Releases > Ohio Lottery Commission Launches OH! Lottery

Ohio Lottery Commission Launches OH! Lottery

Airlift Ideas leads Brand Development Process

Cleveland, Ohio (April 17, 2008) - The Ohio Lottery launched a new brand direction for commission employees in Cleveland yesterday. The efforts are aimed at bringing a new vitality to the state agency. This initiative is the Ohio Lottery’s component of Governor Strickland’s Turn Around Ohio Plan for Ohio residents.

Ohio Lottery Director, Michael Dolan stated, "We must continue to focus on our core mission-raising funds for education. We also want to ignite energy around playing our games and to clearly communicate our significant contributions to K-12 education in Ohio. The Lottery provides a chance to play fun games, win money and contribute millions of dollars each year to elementary, secondary, vocational and special education. Our mission is to help educate the children of Ohio through our games."

Airlift Ideas, a firm specializing in brand story telling, was selected to lead the strategic re-branding effort. Airlift was contracted through Stern Advertising, the Ohio Lottery’s creative advertising agent. "Airlift has a proven track record of assisting corporations to develop a brand story that drives economic performance. We needed a world-class partner that understood our values to help us achieve our aggressive business and civic goals," Dolan stated.

As a symbol of this change, The Ohio Lottery is adopting a new brand identity reflecting a sense of energy, fun and optimism. The new marks and branding program will be implemented throughout all retail locations in Ohio this summer.

Shelley Rosen, CEO of Airlift stated, "Brand transformations work from the inside out. We begin with the Ohio Lottery employees first. Our responsibility is to facilitate telling the real story of the Ohio Lottery, which is doing well by doing good."

In its nearly 34-year history, the Ohio Lottery has transferred over $15.5Billion for Ohio schools. In FY 2007, the Ohio Lottery has raised $669 million for K-12 education in Ohio.

Airlift Ideas, Inc. is a Chicago-based brand story telling consultancy. Its sole mission is to help corporate leaders craft brand stories that reposition their organization to maximize economic growth.