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Ads Aimed at Casual Players

27 January 2004

BOSTON -- "You have to play."

That's the message Massachusetts Lottery officials hope viewers of two new television ads will take to heart. The two 30-second spots are the first television ads for the Lottery since 1997.

One shows a hotel desk clerk holding a lottery ticket after a frustrating day dealing with a convention of mimes.

The second shows a demoralized office worker counting the cubicles in his office and, at the end of the day, putting a lottery ticket on his refrigerator.

Both ads, which are set to begin airing on today, end with the tagline: "You have to play." The ads will also appear in newspapers and on the radio.

Lottery officials say the $1.9 million advertising buy is designed to promote the Lottery's Mega Millions game and is "aimed at creating jackpot awareness among the casual lottery player." Lottery officials say many of those casual players stopped buying tickets after the Lottery stopped advertising.

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