Pilot Corporation wanted its convenience stores and travel centers in Tennessee to be where the most people play the new Tennessee lottery. Moxley Carmichael developed a nine-month advertising and promotion campaign centered around branding Pilot as “Your Lottery Place.” TM

Combining ads with give-aways such as a Final Four trip, luxury spa, and motor vehicle, Moxley Carmichael helped Pilot become the most popular lottery retailer in East Tennessee with three outlets among the top 25 in the state. The campaign featured print ads, radio spots and excellent media coverage.

Moxley Carmichael also conceived and developed fun ads for Pilot in the University of Tennessee sports programs. The “Game Day Fever” ad won a 2002 Silver Addy from the Knoxville Advertising Federation. Moxley Carmichael also developed two 30-second “Game Day Fever” TV spots for Pilot.

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