National Lottery campaign in support of Team GB
THE National Lottery operator Allwyn Entertainment has kicked off its new summer-long promotion in support of Team GB and ParalympicsGB athletes in the Olympic Games Paris 2024.
Rolling out across a range of TV and radio ads as well as POS materials, the new campaign celebrates the positive impact of the funding that comes from consumers buying National Lottery tickets with the marketing focusing on how this funding has gone on to support athletes for both the Olympic Games and Paralympic Games.
Helping to boost excitement for this along the way, Allwyn has also rolled out a special edition TeamGB and ParalympicsGB £1 Scratchcard with a new double-sided dispenser POS rolling out across stores from 22 July.
Further to this, Allwyn is set to launch three massive special event draws as the each set of Games kick off in August and September.
First up is the special £15million Lotto ‘Must Be Won’ draw on Saturday 3 August which is followed on by a huge Euromillions 10 UK Millionaires draw on Friday 16 August, with 10 UK ticket-holders guaranteed to win £1million each.
And helping to close off the Olympic Games, Allwyn has also scheduled another £15million Lotto ‘Must Be Won’ draw on Saturday 7 September.
Special POS will be introduced to support all three draws which Allwyn has estimated will already bring in a huge boost in sales for retailers, with the firm stating it could bring in as much as an extra 53% in sales based on previous Lotto special event sales from 2023.
And to help keep the celebrations going, Allwyn is set to stage two Homecoming events, one for Team GB’s homecoming on 17 August in Manchester and one for ParalympicsGB on 12 September in Birmingham
National Lottery operators will be in with the chance to bag some tickets to attend these events as well through the Retailer Hub online competition, with further details on this to roll out in the coming weeks.
Alex Green, director of retail at Allwyn Entertainment, said: “We’re excited to be launching this unmissable Paris 2024 campaign that champions National Lottery player support for Team GB and ParalympicsGB at the Paris 2024 Games.
“Their support continues to be absolutely vital to the success of our athletes, and so it made perfect sense to centre the campaign on National Lottery players to celebrate and thank them for the impact they’ve made.
“We’ve also got lots happening in retail to create a real in-store buzz around the Games – with special event draws, Scratchcards and eye-catching POS.
“Then to really take the celebrations up a notch, we’ll be hosting two huge National Lottery Homecoming events which players and retailers will have the chance to get free tickets to.
“As well as celebrating the Games, this incredible Paris 2024 activity will help shopkeepers boost their National Lottery sales and sales commission, all while helping to raise even more money for National Lottery-funded projects.”
