California eProcure #R005664

California Lottery Hispanic Marketing and Advertising Agency Services

The California State Lottery is seeking an agency to deliver culturally relevant marketing and advertising to California’s Hispanic consumer market. - Government buyer - California State Lottery Commission, also identified as the California State Lottery; no sub-agency or office is specified. - Requested services - One Hispanic marketing and advertising agency engagement; quantity is not otherwise specified. The primary RFP service line item is R005664. - Services include annual marketing planning, market analysis and cultural insights, audience segmentation, strategic recommendations, culturally relevant creative development, transcreation, and Spanish-language translation. - The agency will support integrated communications, digital and social campaigns, media strategy, account and project management, consumer research, analytics, and effectiveness measurement. - Media planning and buying, promotions, experiential, retail, grassroots, partnership, and public relations services may be requested as needed. - Goals and notable requirements - Raise awareness and improve brand perceptions, grow responsible product sales, and increase contributions to California public education. - At least one participating agency must meet the minimum qualifications, including having a California office. - Proposers must disclose relevant conflicts involving lottery or gambling accounts and disclose generative AI use, including planned use and safeguards for contract work. - OEMs and vendors - No OEMs, named vendors, or incumbent agency are identified in the provided materials. - Contract and funding - Five-year initial term with up to two one-year extensions. - Estimated maximum expenditure authority for the initial term is approximately $40 million; funding is not guaranteed.

Description

The California State Lottery is seeking proposals from qualified agencies to provide advertising and marketing services for the California Hispanic consumer market. Services are intended to raise awareness, elevate brand perceptions, and maximize product sales to increase Lottery profits and contributions to California public schools. The solicitation includes a Frequently Asked Questions document, and proposal submissions require both hard copies and electronic copies. Proposals are due November 23, 2026.

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