NHS Loto, the lottery organisation which relaunched in June (MW May 12), plans to add retail sales to its direct distribution.
It will begin testing on-line terminals in the London area from October in 1,000 independent and small multiple retailers. It aims to roll out the terminals to 5,000 stores by the end of the year.
Retailers’ commission has not been confirmed, but it will be higher than the National Lottery’s five per cent.
NHS Loto marketing director Craig Flint says: “We’re moving to the second stage of development after the relaunch. Customers will have three ways to play – by phone, post, and now we are in retailers.”
Flint adds that NHS Loto is staging a review of its creative advertising in advance of the launch of terminals. Creative work is through TBWA direct response arm FSC. Flint denies speculation that he is looking for other agencies for the account, worth about 3m this year.
At the end of June, NHS Loto moved its media account out of TBWA’s media arm Eurospace into John Ayling & Associates.
NHS Loto is aiming for a turnover of 100m this year, with organisers taking a three per cent margin.