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From the staff of the Tampa Bay Times

Florida trying to rebrand the Lottery



The Florida Lottery is not aging gracefully.

Voters enthusiastically approved state-run gambling 25 years ago, but the Lottery is struggling to keep up with today's demands.

Sales are lagging. Its approach to online media is sluggish. And other forms of gambling, such as Indian-run casinos and Internet cafes, are luring customers away from lucky numbers and scratch-offs.

State officials are well aware of the shortcomings.

Gov. Rick Scott's choice to lead the agency is a branding expert with big plans to yank the Lottery from its mid-life crisis and drive up sales.

"We're going to look at everything we do and see how we can give it a brand refresh," said Cynthia O'Connell, widow of University of Florida President Stephen C. O'Connell and a former UF trustee.

Not even the iconic but vintage 1980s flamingo logo will escape scrutiny.

Story here.

[Last modified: Monday, August 1, 2011 9:11am]


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