MINNEAPOLIS, Aug. 18, 2009 - A new campaign by Colle+McVoy for the Minnesota State Lottery uses the "moneystache," the curious and funny white handlebar mustache made famous by the iconic Mr. Monopoly, and other inspirational game elements to intrigue players to pick up the new Mega MONOPOLY scratch game.

Breaking today, the campaign features the slogan "Grow your moneystache" and humorously inspires people to imagine playing the game and winning in a fun way, just like in the game Monopoly. Components include a 30-second television spot; two 30-second radio spots; a public relations program, and numerous out-of-home components, such as 3-D "red hotel" bus shelters and mustache mirror clings in bars and restaurants. It can be viewed at www.collemcvoy.com/monopoly/.

"We wanted to connect the Monopoly brand with scratch games, so it’s all about the fun of playing and maybe even getting rich," said Dave Keepper, group creative director, Colle+McVoy. "The moneystache lets people imagine themselves as Mr. Monopoly with his trademark mustache."

The television and radio spots run statewide and the OOH components appear in the Twin Cities area. A public relations program supports the launch with media relations and a Free Parking event, when hundreds of free parking spots are available for one night in the Twin Cities.

"This campaign really brings the fun and exciting nature of the scratch game to life by reminding people of the entertaining and well-loved components of the Monopoly game," said John Mellein, director for marketing, Minnesota State Lottery.

The $10 Mega MONOPOLY scratch game, which lands in stores Aug. 18, offers players the chance to win up to $200,000 and a variety of second chance prizes on LuckyMN.com to extend the thrill of winning.