UK Charity Lotteries is considering launching its own TV show to take on the National Lottery and push sales of its Lukcy Lotto scratchcards.
UKCL sales and marketing director Andrew Slamin says the company is considering the move to help boost its share of the scratchcard market from four to ten per cent.
Slamin adds: “We are trying to be a significant player in the market.”
He says consumer research has indicated that a TV show is necessary for UKCL to build its brand with players. The show would be broadcast on commercial TV, and could go live by next summer.
The programme would compete with the National Lottery’s Lottery Live on Saturday evenings and Camelot’s proposed mid-week show for Instants scratchcard winners.
The move comes as UKCL launches its first ad campaign. Press work breaks on November 6 to promote the company’s “Second Chance to Win”, where players send in cards they have already scratched in order to take part in a 50,000 draw. The winner will be announced on Teletext on Christmas Day.
The press campaign, by Bartle Bogle Hegarty, is the first part of a 10m drive running for 15 months. TV work breaks in the new year.