04 Dec 2007


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Camelot delivers bumper festive retail support

Camelot

National Lottery

advertising campaigns

Christmas

Source : Camelot
Camelot has unveiled a feast of plans to help lottery retailers boost their sales this Christmas, with a bumper package of advertising, marketing, in-store and retail support material on offer – including the first ever Christmas Scratchcard TV advertising campaign.

Christmas campaign

Camelot will also be advertising Lotto on TV in the run up to Christmas with a campaign that kicks off on 2nd December 2007 and runs through to Boxing Day.

In this ad, which is a revised version of last year’s popular ‘Christmas Lights’ advert, an extravagant and celebratory display of Christmas lights on an ordinary looking suburban house is set to a memorable musical accompaniment. At the end it asks: ‘What would you do?’

On Boxing Day there will be a special version of the advert reminding players not to miss the December 26th draw.

Camelot also launched the first of its Christmas games – the Christmas Bonus Scratchcard – last month and is encouraging retailers to make sure that they are stocking their dispensers with this, as well as the rest of its special seasonal range.

TV advertising for the Christmas Bonus Scratchcard began on 18 November 2007 and support for this and the other festive games in the range is appearing in store now.

These include a £5 Merry Millions game; a £1 It’s Christmas Scratchcard, which can also be used as a gift tag and can be attached to presents or put inside greeting cards; a Christmas version of the £100,000 staple base game; and a £2 Frosty Fortune card – with a top prize of £40,000.

Camelot is also encouraging retailers to capitalise on the festive spirit among Lotto players through point-of-sale material and media screen animations asking ‘What would you do?’ Oval poster frames for lottery Playstations and media screen animations will be linked to Camelot’s Christmas Lotto TV ad campaign.

Sales & Customer Director, Steve Lucas, is encouraging retailers to make the most of all the support Camelot is putting behind Christmas sales: “Last Christmas both Scratchcards and Draw-Based game sales provided a huge boost for retailers. We have increased our sales and marketing support again this year over the Christmas period – and for the first time ever a Christmas Scratchcard has got its own TV ad campaign.

“Our research suggests that 85% of adults will see the Christmas Bonus advert at least 6 times and 88% of adults will see the Christmas Lights ad at least 8 times – that’s a great opportunity to drive extra sales. Scratchcards are a great impulse buy and retailers can capitalise on this and the idea of gifting at this time of year.

“Camelot’s growth strategy for Scratchcards means players can now choose from more licenced games and games at different price points. Retailers are also benefiting from an improved stock management system and we hope they will make the most of the opportunities out there.”

Camelot will also be sending out direct mail shots at regular intervals over the festive period containing important diary dates for retailers to re-order stock and reminding them what point-of-sale to put up.

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