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NH Lottery shifts direction after 'Luck yeah!' campaign causes offense

March 22. 2018 8:24PM

CONCORD — The public relations firm representing the New Hampshire Lottery Commission confirmed Thursday an end to the “Luck Yeah!” ad campaign that some found offensive.

Reached by email, E.J. Powers of Montagne Communications said new ads would be on the air soon.

“The Lottery listened to concerns and chose to repurpose those spots with an updated tagline of ‘Win-Time,’” Powers said.

Executive Councilor Russell Prescott, R-Kingston, criticized the “Luck Yeah!” campaign at the Feb. 7 meeting of the Governor and Executive Council after the spot began running online and in television commercials.

Charlie McIntyre, executive director of the New Hampshire Lottery, defended the slogan.

“I would suggest to you that the four-letter word luck is an inherent part of our business. So I apologize if it is insensitive, but certainly it’s effective,” he said.

McIntyre noted the dramatic rise of NH Lottery revenue since he took the helm in 2010.

“When I arrived here we were in a negative 6 percent decline, year-on-year for the prior five years, and since that time we’ve grown more than the rest of New England combined,” he said.

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