Know-How Exchange : Advertising/PR

What a fun event to promote! Really, there are tons of options here. If it's not too late to adjust the terms of the lottery, perhaps people could win or get extra chances to win my uploading a photo of themselves thinking about what they'd do if they won the big prize.

More inside the box, just start promoting quietly, build buzz, and feed that buzz up to the point of the launch. Quiet promotions: facebook page, twitter announcement, newspaper ad (try running it as a section of the employment ads -- it'll get more attention there).

Get on local radio and offer "launch party kits" for a certain number of callers. Then send a a/v team to those parties, get that footage, and get it up on your website stat.

Some OOH would rock late in the game if you have the budget for it. If you have budget, do a pre-show giveaway of lotto tickets with a street team--give the ticket in a folder which promotes the show in a simple way.

Can you give away tickets to the first live taping of the show?

Can you get a reasonably well known celebrity to vouch for the show and attend that first live taping?

Ah, what a fun project.

Good luck!
kellyann