Camelot has launched a new National Lottery campaign that reminds players that, every time they play a National Lottery game, they’re helping Team GB and ParalympicsGB athletes in Tokyo.
Spearheaded by a new TV ad, the campaign also includes Olympic-themed POS and a host of special games, including a limited edition Win Gold £1 Scratchcard (complete with a gold dispenser flash) and three special event Lotto and EuroMillions draws.
The first of the three draws will be a £20m Lotto ‘Must Be Won’ draw on Saturday 17 July, followed by a EuroMillions UK Millionaire Maker event draw on Friday 13 August which will make a guaranteed 13 UK millionaires in one night. Rounding things off will be another £20m Lotto ‘Must Be Won’ draw on Saturday 4 September. Camelot said retailers could expect to see sales uplifts of 39% for the Lotto ‘Must Be Won’ event draws and 46% for August’s special EuroMillions draw.
The lottery operator is also sending out over 92,000 pieces of Tokyo merchandise – including fleeces, t-shirts, gold pens and wristbands – to retailers across the country.
National Lottery retailers should also look out for special advertising across digital and print that highlights the contribution that they have made to TeamGB and ParalympicsGB, with the ads carrying the strapline “By selling National Lottery tickets, you help fund our athletes”. There will also be a special bonus event, running via the National Lottery Retailer Hub.
Camelot’s Retail Director Jenny Blogg said: “Retail will play a key role in this campaign activity and we’re expecting strong sales over the summer – thanks to the special games, unmissable in-store POS and special Tokyo merchandise.
“We’d encourage retailers to engage with customers about the Olympics and Paralympics – and the special National Lottery draws – to really drive those extra sales.”