National Lottery operator Camelot is to launch its largest prize scratchcard game to date, as well as a special &£10m Lotto jackpot, as part of its tenth birthday celebrations later this year.
The scratchcard, Millionaire Celebration, will offer five prizes of &£1m – a considerable increase in the top prize compared to existing prize pools. Camelot’s most recent game, themed around Mattel’s Scrabble board game, offered a top prize of just &£60,000.
The scratchcard will emphasise the &£15bn raised for good causes by the operator and will be branded with images of balloons, presents, fireworks and party hats. The lottery operator will also launch a birthday jackpot draw for the event. The games will be supported by separate television ad campaigns, created by roster agency Abbott Mead Vickers.BBDO under the umbrella of the “Lady Luck” ad strategy unveiled earlier this year (MW January 22).
Camelot plans to ask retailers to help publicise its birthday celebrations. A retail campaign will thank National Lottery customers for their help in generating money for charity, rather than stressing Camelot’s involvement.
It will build on the theme started this summer after Camelot redesigned its brand logo with fireworks and will use the tagline “The National Lottery thanks you for 10 years”. A National Lottery Day, on November 6, will feature free admission to Lottery-funded projects.