National Lottery campaign rolls out for 2024

New campaign encourage shoppers to play in stores

National Lottery operator Allwyn Entertainment has kicked off a new gifting campaign for 2024 with the aim to encourage shoppers to play in store.

THE National Lottery operator Allwyn Entertainment has kicked off a new promotion for the service that aims to encourage shoppers to play more in store.

The new ‘Best Gift Ever’ campaign will encourage shoppers to make the trip into stores to purchase a physical National Lottery draw ticket or Scratchcard as the ideal gift for friends and loved ones.

Campaign assets will feature the widely-known National Lottery pink ticket or Scratchcard with taglines such as ‘Because everyone has a birthday’ and ‘Happy Don’t get me anything day’.

All ads will also feature a specially-designed ’18+ Gift Responsibly’ message, as well, to re-iterate to consumers that the recipient of the gift will still need to be 18 or older.

The ‘Best Gift Ever’ promo will appear across radio, out-of-home and in print advertising over the coming weeks and months, with ‘store takeovers’ planned for June that will feature playstation inserts, posters, wobblers and counter cards.

Set to run for the remainder of 2024, Allwyn has said the campaign will also adapt to the changing seasonal periods, with a shift focus already planned for the Christmas period.

Alex Green, director of channel operations at Allwyn Entertainment, said: “Whether it’s a Lotto, EuroMillions, Set For Life or a Scratchcard, National Lottery games are a great little gift that people can buy in store to give to adult family members of friends.

“Not only could the ticket go on to win a fantastic prize but, by buying one, they’re also helping raise vital money for National Lottery-funded projects.

“So, when customers are shopping for birthday, anniversary, congratulatory or thank you gifts, why not suggest they pop a Lucky Dip or Scratchcard in their card?

“In line with making sure the National Lottery remains a trusted and safe environment, we’ll also be setting a new standard for National Lottery protection by introducing an in-store Scratchcard limit later this year.

“We’ll be speaking to retailers over the coming months about how this will work and, as always, are grateful for their help and support in preventing underage and excessive play in their stores.”