NHS Loto poised to sign cash injection deal

Pascal & Co, which operates the NHS Loto lottery game, is poised to sign a multi-million pound rescue deal with an overseas company.

Pascal & Co, which operates the NHS Loto lottery game, is poised to sign a multi-million pound rescue deal with an overseas company. The deal will inject new marketing funds into its struggling live television draw and on-line terminals games.

NHS Loto has invested 1.2m in marketing in the London region since its relaunch in June (MW May 12), when it started its live draw on Channel 4. But research has shown unprompted recall at only 22 per cent.

Pascal’s marketing director Craig Flint says that the new funds will allow the company to boost its marketing spend and compete with rival UK Charity Lotteries, which is planning to spend 10m on advertising through agency Bartle Bogle Hegarty.

Flint says: “This will be a significant injection of funds which will enable us to move into second position behind Camelot.”

He would not be drawn on whether the new investment would lead to a review of agencies.

The creative work is handled by TBWA subsidiary FSC, with media bought through John Ayling Associates. “With the new budget we will have to assess all aspects of the business,” Flint adds.

NHS Loto was boosted by producing its first 1m live TV winner last month.

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