Maryland State Lottery Agency: Cash In Hand campaign

Mariko Fujinaka

As the Maryland Lottery, run by the Maryland State Lottery Agency, entered its 25th year in 1998, it found itself struggling.

Maryland State Lottery Agency: Cash In Hand campaign

Mariko Fujinaka

OVERVIEW

As the Maryland Lottery, run by the Maryland State Lottery Agency, entered its 25th year in 1998, it found itself struggling. After the lottery first began in 1973, sales and popularity grew rapidly. By the mid-1990s, however, players had begun to lose interest, and they seemed inclined to hold out for enormous jackpots rather than play regularly. Despite new games and promotional efforts, the Maryland Lottery suffered from a 7 percent decline in ticket sales between 1996 and 1997. To turn around the ailing lottery, which had become the...

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