Camelot signs up Freemans for promotional partnership

Camelot has signed a marketing partnership deal with Sears’-owned Freemans, just two days after the mail order business was officially put up for sale.

It is the National Lottery operator’s second promotional tie-up with a brand through the marketing partnerships scheme, operated by its National Lottery Enterprises division. The first tie-up was with frozen chip maker McCain (MW November 8).

Under the deal, Freemans will offer its 900,000 customers a free online Lottery ticket voucher to be exchanged for a Lucky Dip ticket. Freemans’ mail order customers are offered a 1 discount for every 10 they spend with the company. The deal means customers can choose between the discount and receiving a Lottery ticket. Freemans will also test the tie-up as a vehicle for recruiting new customers, and as a tactical incentive.

Strong recently announced to the City that he was putting Freemans up for sale at an estimated 300m- 400m. National Lottery Enterprises marketing manager Robin Bowler says he was aware a deal could be struck before the new partnership took effect.

Freemans has handed the role of marketing director to customer services director David Isaacs, to take the place of Rosemary Astles who is leaving the company (MW November 29).

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