UK Charity Lotteries, operator of Lukcy (sic) Lotto, is to highlight the size of winnings rather than its charitable associations in a new campaign from Bartle Bogle Hegarty, which is expected to break before the end of the year.
Despite some public criticism over the recipients of National Lottery handouts, such as the Royal Opera House, UKCL has decided not to make its contributions to disability charities its main selling point. UKCL marketing director Andrew Slamin says: “The campaign will not necessarily emphasise the charity element of UKCL. We recognise that the primary motivation is winning money.”
Slamin appointed BBH this week to handle its 5m account. BBH saw off competition from BMP DDB Needham and Duckworth Finn Grubb Waters.
BBH will create a TV, press and poster campaign which may break before Christmas, although Slamin says it could take longer to get the strategy in place. The work is intended to make Lukcy Lotto a credible brand.
Lukcy Lotto has so far generated more than 20m for charity and has achieved sales of 80m. It is owned by and generates funds for Rehab, the charity for vocational training for disabled people.
Money is also distributed to the National Autistic Society and the Children’s Family Trust. As sales of Lukcy Lotto increase, UKCL expects to increase the number of charities it supports.