The unmissable campaign – which includes a range of TV and radio ads, as well as POS assets in Allwyn’s 40,000 retail partners – celebrates the positive impact of Good Causes funding on the nation, raised by National Lottery players. In this case, by providing vital funding for Team GB and ParalympicsGB athletes to allow them to train full time, have access to the world’s best coaches and benefit from pioneering technology, science and medical support.

Paris 2024 fever has already started sweeping through National Lottery retailers with the special edition Team GB and ParalympicsGB £1 Scratchcard launching last month. To boost sales of this iconic Scratchcard and get customers into the Olympic and Paralympic spirit, retailers will have received a new double-sided dispenser POS which can be sited from 22^nd July in time for the start of the Games.

More in the way of activity to celebrate Paris 2024 will see three massive special event draws heading to the starting blocks in August and September, helping to get players racing into stores to buy their tickets.

First up, a special £15 million Lotto ‘Must Be Won’ draw will be under starter’s orders on Saturday 3^rd August and could provide as much as a 53%* boost in sales for the draw. A huge EuroMillions 10 UK Millionaires draw then takes its starting position on Friday 16^th August and – with 10 UK ticket-holders guaranteed to win £1 million each – could provide an uplift in retail sales by as much as 43%**.

And closing off the spectacular Paris Games will be another mega £15 million Lotto ‘Must Be Won’ draw on Saturday 7^th September, which will again offer up to a 53%* sales boost. Special POS to support all three draws will be landing at retailers in the weeks before they take place, ready to be sited to support sales.

To further celebrate National Lottery player and retailer support for our athletes at Paris 2024, Allwyn will also be staging two iconic Homecoming events – The National Lottery’s Team GB Homecoming on 17^th August in Manchester and The National Lottery’s ParalympicsGB Homecoming on 12^th September in Birmingham. In addition to the two ballots which National Lottery players can enter to win free tickets to the star-studded events, National Lottery retailers will also have the chance to win tickets through a special Retailer Hub online competition – more details of which will be announced in the coming weeks.

Allwyn’s Director of Retail, Alex Green 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. 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.”

In total, £1.5 billion of National Lottery funding has been invested into elite sport – with over 6,800 individual elite athletes having been supported to chase their dreams since 1997. Through selling and buying National Lottery tickets, National Lottery retailers and their customers play a vital role in helping to support our brilliant athletes at Paris 2024 and beyond.

*Based on Lotto special event sales 1 July 2023 vs base sales 24 June 2023.
***Based on 15 September 2023 Millionaire Maker event retail sales uplift vs 4 August 2023 retail base sales.

The post Allwyn launches new summer-long National Lottery campaign first appeared on Neighbourhood Retailer.

Featuring two designs – one centred on Team GB and the other on ParalympicsGB – the £1 Scratchcard has a huge top prize of £100,000 and an incredible five chances to win a prize. Allwyn worked with National Lottery funding distributor, UK Sport to incorporate the special message: ‘By playing this game, you help over 1,000 elite athletes who benefit from National Lottery funding’, which appears on the front of the card.

This is the first time that any National Lottery product has specifically highlighted the amazing support that players provide to Team GB’s and ParalympicsGB’s athletes simply by playing a National Lottery game.

The special edition Scratchcard – which has the iconic team logos emblazoned on the front of the two separate designs – forms part of Allwyn’s wider marketing and communications campaign to celebrate the unique role National Lottery players have in supporting sport in the UK. The great British public are rightfully proud of the part they play in the success of Team GB and ParalympicsGB, and the campaign will celebrate how The National Lottery enables the UK’s athletes to pursue Olympic and Paralympic success.

In total, £1.5 billion of National Lottery funding has been invested into elite sport – with over 6,800 individual elite athletes having been supported to chase their dreams since 1997. Through selling and buying National Lottery tickets, National Lottery retailers and their customers play a vital role in helping to support our brilliant athletes at Paris 2024 and beyond.

To make the most of the new ‘Best Gift Ever’ campaign, which Allwyn launched last month, National Lottery retailers can talk to customers about the upcoming Summer Games and suggest gifting the Scratchcard to join in with the Paris 2024 excitement. June will also see a ‘Best Gift Ever’ in-store takeover – featuring playstation inserts, posters, wobblers and counter cards – and this will provide further support for in-store sales.

National Lottery retailers should also look out for chances to win tickets to The National Lottery’s Team GB and ParalympicsGB Homecoming events later this year. More details about both events and how to win tickets will be available in the coming weeks.

Allwyn’s Director of Channel Operations, Alex Green said: “We’re really excited about the launch of the new Scratchcard, as it’s the first time we’re connecting the success of Team GB and ParalympicsGB with the purchase of a National Lottery Scratchcard on the product itself. And with the iconic team logos and the special funding wording featuring front and centre, it’s hard to miss!

“The arrival of the Scratchcard in National Lottery retailers will also be an attractive proposition for players, with dual benefits of either playing or gifting this card. They’ll offer excitement at the prospect of winning the huge prizes on offer, in addition to a strong awareness that they’re playing their part in helping to fund UK athletes who are taking part in the upcoming Paris 2024 Olympic and Paralympic Games.”

The post Allwyn highlights player support for Team GB and ParalympicsGB on National Lottery product for first time first appeared on Neighbourhood Retailer.

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.”

The post Camelot launches huge new national lottery campaign to highlight Team GB support first appeared on Neighbourhood Retailer.