Three co-ordinated campaigns will take place this month as The National Lottery looks forward to celebrating 20 years.
A special edition Scratchcard is due to be launched followed by a massive Lotto draw on Saturday 22nd November and another huge EuroMillions draw on Saturday 28th November – all marking 20 years of The National Lottery.
Special prizes from the Lotto and EuroMillions draws alone will top £3m, and the three co-ordinated campaigns will focus on driving engagement and delivering sales momentum, as well as increasing talkability and positivity among existing and new players alike. The three separate phases of promotional activity will be linked together with a unique ‘Celebrating 20 Years’ gold ribbon logo, which will feature on all in-store materials.
Duncan Malyon, Sales Director for Camelot, said: “The consecutive in-store campaigns running throughout November represent an enormous investment in retail by The National Lottery. As well as offering players amazing life-changing prizes to celebrate our 20th anniversary, we also want to say thank you to all of our retail partners for their incredible support since 1994 – by generating maximum sales opportunities with this unprecedented multi-phased campaign. Retailers are at the absolute heart of The National Lottery and are crucial to its ongoing success, helping to raise over £33m each week for National Lottery-funded projects.
“They can be rightly proud of everything National Lottery funding has helped to achieve – changing communities and lives for the better all over the nation. We look forward to our retailers remaining at the forefront of this success as we enter what we hope is an even more successful and fruitful next 20 years for retailers, players and National Lottery projects alike.”
The first phase of the campaign, currently live in stores, aims to increase awareness and positivity around 20 years of changing lives through National Lottery funding. Sitting directly alongside this is a range of POS materials giving tactical support to the special edition ‘£250,000 Celebration’ Scratchcard. This dual POS will be on display until 13 November.
From 14-23 November, retailers will be displaying bumper POS kits promoting a mega 22 November Lotto draw, where the Lotto raffle will create 20 guaranteed winners of £1 million each – in addition to the normal 50 guaranteed winners of £20,000 through the Lotto raffle and Lotto’s usual raft of prizes available through its other prize tiers. All retailers will receive POS for their National Lottery Playstation, as well as a poster, counter cards and terminal ‘chitties’ (messages that are automatically printed via the National Lottery terminal) to hand to players in advance of the special draw. Up-weighted stores will also receive bunting, balloons and ‘caterpillar’ posters.
And from 24-28 November, retailers will be provided with dedicated EuroMillions POS to promote the second monthly Mega Friday draw, which will take place on the last Friday of the month (28 November). This POS will also include the ‘Celebrating 20 Years’ logo, which will create 10 guaranteed £1m winners, with each also winning a trip-of-a-lifetime of their choice.
Retailers across the UK have collectively earned more than £5bn in commission since the first National Lottery draw took place on 19th November 1994.
