National Lottery marks 20th birthday with major push

Camelot is celebrating 20 years of the National Lottery in a nationwide push showing how it has changed peoples’ lives as it looks to lift sales in the run up to Christmas.

National_lottery_tax_disc

A TV ad, featuring a special ‘Celebrating 20 Years’ gold ribbon logo, will be the main part of the campaign when it launches this weekend (14 November). The 20-second ads focus on past winners, offering a glimpse into the life of a lottery millionaire, Camelot claims.

The AMV BBDO-created ads further Camelot’s efforts to put playing the lottery and the money it raises for good causes side-by-side. It kicked off the plan last year with the introduction of the ‘Game Changing. Life Changing’ strapline but only started promoting both in a campaign this summer.

Outdoor, digital, in-store, press and social expand on the theme with the organisation looking to showcase the breadth of projects the National Lottery’s has funded since 1994, including Paralympic athletes and Second World War veterans.

Other ads will attempt to drum up interest in the run up to two big draws at the end of the month alongside a promotion for a special edition scratchcard.

Additionally, a competition will run across the National Lottery’s Facebook and Twitter pages, offering winners the chance to experience a millionaire’s lifestyle through activities such as a holiday on a yacht and a trip to Florida.

Sally Cowdry, Camelot’s marketing and consumer director, says: “Celebrating 20 years of The National Lottery has presented us with an incredible opportunity for a multi-faceted, multi-media campaign, with stand-out, bespoke activity across different channels. This is all linked together with one simple, powerful message – The National Lottery has had a life-changing impact on our nation.”

Camelot will be hoping the campaign helps 2014 match the success of last year. Sales climbed 5.6% in the year to 31 March to £130m, boosted by the price of a lottery ticket doubling to £2 and its revamped marketing strategy.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here