Camelot has launched a National Lottery campaign reminding players of their support for Team GB and ParalympicsGB athletes in Tokyo every time they play a National Lottery game.
The campaign kicked off with a TV ad aired during the England v Denmark match and Euro 2020 Final earlier this month and will continue with a retail presence over the course of the summer.
Olympic-themed POS features a host of special games, including a limited edition Win Gold £1 Scratchcard (complete with a gold dispenser flash) and three special event Lotto and EuroMillions draws.
Following on from a £20m Lotto Must Be Won draw on July 17, there will be a EuroMillions UK Millionaire Maker event draw on Friday, August 13 guaranteeing 13 UK millionaires in one night.
Rounding things off will be another £20m Lotto Must Be Won draw on Saturday, September 4, giving National Lottery retailers opportunities to bolster sales and benefit from an expected sales uplift of 39% for the Lotto Must Be Won event draws and 46% for August’s special EuroMillions draw.
National Lottery retailers will also have the chance to look the part, with Camelot sending out over 92,000 pieces of Tokyo merchandise, including fleeces, t-shirts, gold pens and wristbands, to retailers across the country to get them involved in the best possible way.
National Lottery retailers should also look out for special advertising across digital and print highlighting the contribution made to TeamGB and ParalympicsGB, with the ads carrying the strapline By selling National Lottery tickets, you help fund our athletes. There will also be a special bonus event, running via the National Lottery Retailer Hub.
“We’re excited to be launching such a massive campaign ahead of the start of the Tokyo Summer Olympics, and in recognition of the significant contribution that National Lottery players and retailers have made to the success of TeamGB and ParalympicsGB athletes over the years,” said Jenny Blogg, retail director, Camelot.
“Retail will play a key role in this campaign activity and we’re expecting strong sales over the summer – thanks to the special games, unmissable in-store POS and special Tokyo merchandise.
“With so much happening in National Lottery retailers and at the Tokyo Games, there’s a huge talkability factor and we’d encourage retailers to engage with customers about the Olympics and Paralympics – and the special National Lottery draws – to really drive those extra sales.
“The Tokyo Games will provide so many special moments and causes for celebration, uniting people all across the UK. So we’d like to thank every National Lottery retailer for helping to make this all possible, by selling National Lottery tickets and helping to raise around £36m every week for National Lottery Good Causes.”