Louisiana Sportsman Magazine Strikes Brand Partnership With State Lottery
Median exposure of ticket promotions valued at $1.5 million.
Regional hunting and fishing title Louisiana Sportsman is having some luck with a new campaign developed in partnership with the Louisiana Lotteryâmore than 1.2 million scratch off tickets with the magazineâs logo and imagery are being sold in 1,900 retail outlets around Louisiana from August through November.
According to Tony Taylor, the publisher of the monthly magazine, which normally produces 280 pages and has a circulation of 34,000, the title has already been âreaping some incredible rewards.â The partnership with the stateâs lottery, says Taylor, is an extension of the logo and branding offerings the publisher already hasâthe publication has sold over 50,000 decals, adding up to about $500,000 a year in logoed apparel sales that promotes the magazine.
âThe Louisiana Lottery wanted to hook up with local Louisiana companies,â says Taylor of the partnership, which took two years to execute. âThe game has now been out about a month and weâre the second highest selling ticket everâthey also have $300,000 on the cash end to use on a statewide basis promoting our name and logo on the ticket.â
Taylor says one such promotion was at the New Orleans Saintsâ football game earlier this month. At the New Orleans Superdome stadium, screens showed the lottery ticket with the Louisiana Sportsman logo (below) 10 times to an audience of 100,000.
âThis has certainly made us more of a household name than we were before,â says Taylor. âWe were a household name among folks who hunt and fish, but this has expanded our brand beyond those who are hardcore hunters and fishers to people who are just interested in the outdoors. You canât walk into a convenience store in Louisiana without seeing our logo now. [The Louisiana Lottery] valued the whole promotion at a million and a half dollars. Theyâre promoting our brand across the whole state in a way we could never afford to do.â
Taylor says the publication sells about 16,000 copies at newsstands and has seen a slight sales increase at about 3 to 4 percent. While there hasnât been huge growth for immediate sales, Taylor says there is longer-term value in this campaign.
âWhen our sales representative walks into a local retailer now, his expression is wonderfulâthey have a lot more confidence advertising with us now because weâre now known beyond hardcore hunters and fishers,â he says.
On average, the title gets about 150 ad pages a month. In 2012, Louisiana Sportsmanâs website has steadily grown by about 20 to 30 percent per month when compared to the same time last year, bringing in about 358,000 unique visitors to the site and over 1 million visits in July. Louisiana Sportsmanâs twitter account has about 2,733 followers and its Facebook page 11,500 fans.
âIn South Louisiana weâre very well known but in North Louisiana weâre not as well known,â says Taylor.Â âThe lottery has been helpful in the areas that we havenât been as strong as weâd like to be. For a regional publisher like myself, anytime you can, partner with other business that are statewide to help promote your brand.â