Camelot launches huge new national lottery campaign to highlight Team GB support

Unmissable summer-long campaign reminds players that ‘When you play a little, you help our athletes a lot’ –

Huge retail presence and special games will help boost sales for National Lottery retailers throughout summer, with an expected sales uplift of over 39% for each of the three special event draws lined up

Camelot, the operator of The National Lottery, is launching a huge new National Lottery campaign that reminds players that, every time they play a National Lottery game, they’re helping Team GB and ParalympicsGB athletes in Tokyo.

Kicking it all off will be a new blockbuster TV ad which first airs tonight (Wednesday 7 July), premiering in a 30” spot during England v Denmark, and with further primetime ad slots throughout the week – including during the Euro 2020 Final on Sunday.

Olympic Themed POS

The campaign will also feature an unmissable retail presence over the course of the summer – with Olympic-themed POS landing in store from this week and 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.

The first of the three draws will be a massive £20 million Lotto ‘Must Be Won’ draw on Saturday 17 July, followed by a EuroMillions UK Millionaire Maker event draw on Friday 13 August which will make a guaranteed 13 UK millionaires in one night. Rounding things off will be another £20 million Lotto ‘Must Be Won’ draw on Saturday 4 September, giving National Lottery retailers plenty of 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.

Tokyo Merchandise

As well as playing their part in helping to deliver a truly special retail experience over course of the Games, National Lottery retailers will also have the chance to look the part. Camelot is 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.

The marathon of Olympics activity doesn’t end there either. National Lottery retailers should also look out for special advertising across digital and print that highlights the contribution that they have 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.

Massive campaign

Camelot’s Retail Director, Jenny Blogg, said: “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. 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 £36 million every week for National Lottery Good Causes.”