HOW THE OREGON LOTTERY
HIT THE JACKPOT WITH
SPANISH-SPEAKING PLAYERS
It's not beginner's luck. How in-culture creative helped the Oregon Lottery authentically connect with Hispanic audiences.
Partnering with Pollinate Agency, Latinx Copywriter brought bicultural marketing expertise and Hispanic consumer insight to create campaigns rooted in authentic cultural connection.
WHEN YOU PLAY, OUR STATE PARKS THRIVE - SPANISH
SERVICES: Latino Marketing Consulting, In-Culture Creative Strategy, Spanish-Language Copywriting & Scriptwriting, Bicultural Brand Storytelling
CASE OVERVIEW
PARTNER AGENCY: Pollinate Agency
CLIENT: Oregon Lottery
ENGINEERED FOR CHEER - SPANISH 30
CASH POP DE LA LOTERÍA DE OREGÓN
Lotería isn’t just about winning. It celebrates culture, tradition, and the joy of bringing people together to play.
- SARAH ESTAPA
CAMPAIGN
OVERVIEW
Hispanics and Latinos represent 14% of Oregon’s population, with a remarkable 31% growth between 2010 and 2020. The Oregon Lottery, recognizing the rich cultural diversity of Oregon, sought to build a stronger connection with Spanish-speaking and bilingual audiences.
In 2025, the U.S. Latino GDP reached $4.1 trillion, making Hispanic marketing strategies a powerful business opportunity to grow the Oregon Lottery’s initiatives and improve efforts to preserve state parks.
THE CAMPAIGN OF THE GOAL WAS CLEAR:
To create culturally relevant, Spanish-language advertising and in-culture creative. The aim was to celebrate the Oregon Lottery’s role in preserving over 250 state parks while connecting meaningfully with Hispanic audiences.
CHALLENGES
UTILIZING CULTURE AND LANGUAGE TO BRING OREGONIANS TOGETHER
Hispanics and Latinos represent 14% of Oregon’s population, with a remarkable 31% growth between 2010 and 2020.
OUR SOLUTION
UTILIZING CULTURE AND LANGUAGE
TO BRING OREGONIANS TOGETHER
In-Culture Campaign Development
Why frisbee golf when we can fish? We developed creative concepts that highlighted culturally familiar outdoor activities, such as family picnics, soccer games, and fishing trips, aligning the Oregon Lottery brand with the values and experiences that Hispanic families cherish.
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Culturally Relevant
Brand Assets
A seamless experience is key to winning your Spanish-language campaign. We created Spanish-language brand voice guidelines, culturally adapted taglines, and long-term creative tools to ensure all future Oregon Lottery campaigns reflect authentic Hispanic storytelling.
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Spanish-Language Copywriting & Scriptwriting
Communicating in easy-to-understand, everyday speech is essential, no matter what language you speak. We went beyond direct translation, developing LATAM-neutral Spanish-language copy that:
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Used tú instead of usted for warmth and approachability
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Incorporated culturally familiar expressions for a stronger connection
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Maintained a conversational, in-culture tone that felt natural and inviting
LET'S BUILD YOUR NEXT HISPANIC MARKETING SUCCESS STORY
If your brand is ready to connect authentically with Hispanic and Latino audiences, Latinx Copywriter can help you speak with cultura, corazón, and clarity.