Lottery Bureau launches 'Aquí se juega' campaign
The campaign promotes traditional lottery draws by connecting them to longstanding Puerto Rican recreational and family traditions.
File photoThe short version
- Primera Hora reported the Puerto Rico Lottery Bureau launched the 'Aquí se juega' campaign to attract buyers of Traditional Lottery tickets
- Secretary Heidi Hernández Olivo said the campaign highlights ordinary draws and their roots in Puerto Rican customs through scenes of basketball, baseball, dominoes, brisca, chess, billiards and darts
- The initiative recognizes billeteros who sell tickets in public squares, colmaditos and supermarkets and have earned public trust over decades
- Hernández Olivo stated the goal is to keep the tradition alive for younger generations while the campaign runs across multiple media
Campaign connects lottery to daily culture
The Puerto Rico Lottery Bureau has launched a new campaign titled “Aquí se juega” to encourage purchases of Traditional Lottery tickets. According to Primera Hora, Secretary Heidi Hernández Olivo said the effort seeks to emphasize the ordinary draws of the Traditional Lottery and its deep connection to Puerto Rican customs.
The announcement depicts various everyday scenarios in which games are part of daily life, including a basketball court, a baseball park, a dominoes table, a brisca game, chess, billiards and darts. Primera Hora reported that these are activities with which different generations have grown up and that remain present in moments shared with family and friends. The campaign concludes with the message: “Aquí se vive. Aquí se sueña. Aquí se juega.”
What the sources posted
Posts and statements below are the sources' own words, quoted as published. They are not independently verified.
Siempre hay un juego que forma parte de nuestra esencia como puertorriqueños, y a través de estas escenas, se establece una conexión entre las actividades recreativas que forman parte de la cultura puertorriqueña y los sorteos ordinarios de la Lotería Tradicional.
Our translation: There is always a game that is part of our essence as Puerto Ricans, and through these scenes, a connection is established between recreational activities that are part of Puerto Rican culture and the ordinary draws of the Traditional Lottery.
The source's own statement, as quoted by Primera Hora. Not verified by PuertoRico.com.
Focus on billeteros and generational continuity
Primera Hora reported the campaign also highlights the role of billeteros, who maintain close relationships with their customers. Their consistent presence in public squares, small grocery stores and supermarkets across towns has earned them the affection and confidence of weekly buyers.
Hernández Olivo was quoted saying the Traditional Lottery has accompanied different generations for more than nine decades. “Our greatest purpose is that young people also get to know and keep this tradition alive,” she stated. The campaign will be disseminated through various media outlets to increase visibility of the draws and preserve interest in the Traditional Lottery.
Where the sources differ
Both sources describe the launch of advertising campaigns that tie commercial products to Puerto Rican family traditions and generational customs. Primera Hora focused exclusively on the Lottery Bureau’s “Aquí se juega” campaign and its emphasis on Traditional Lottery draws, billeteros and recreational games. El Vocero covered a separate Supermercados Selectos campaign titled “Para esos momentos, Selectos” that links supermarket shopping to family celebrations and its 48th anniversary promotions. The two stories share thematic similarities but report on unrelated initiatives by different organizations.
What the reports do not say
The reports do not specify the budget or exact media schedule for the Lottery campaign, the start and end dates of the advertising push, the specific creative agencies involved, or any measurable targets for increasing ticket sales. No information is given on current Traditional Lottery sales trends or how the campaign will be evaluated.
Sources
Every link below was opened and checked when this story was published. Official means a government body, agency or the organization itself; Reporting means a news outlet.
- Official Lanzan campaña para atraer la compra de la Lotería Tradicional
- Reporting Lanzan campaña para atraer la compra de la Lotería Tradicional
How we checked this
Primera Hora was the sole source used for this article on the Lottery Bureau campaign. El Vocero’s story on the Selectos supermarket campaign, while thematically related, describes a different business initiative and was not incorporated. All details rest on the single Primera Hora report and the statements it attributes to Secretary Heidi Hernández Olivo.
Compiled by the PuertoRico.com News Desk from the reports and statements listed above, and checked against them before publishing. It does not include original interviews. Spot an error? Email support@puertorico.com with a link to this story.