The National Lottery’s new marketing campaign ‘Amazing Starts Here’ celebrates one of its greatest assets – its retailers.
Newly-created TV advertisements to promote Lotto Rollovers feature four store owners around the country in their shops celebrating the announcement of the Rollover with everything from confetti cannons to laser shows.
Going one step further, Camelot, operator of The National Lottery, made sure a real-life proprietor, Tina Thomas (pictured) of Pontlliw Post Office & Village Stores in Swansea, stars in one of the TV spots, in which a brass band parades through her shop as a Rollover is announced.
“It was such a fun project to be a part of, especially given everything The National Lottery does for the UK and the support Camelot gives to retailers,” said Thomas. “Some of my customers have actually joked that I’m famous now because they’ve seen me on TV.”
Duncan Malyon, Camelot’s Retail Director, commented: “Our retail partners play a massive role in The National Lottery’s success, exciting customers about the jackpots on offer and helping to raise vast sums of money for Good Causes.
“With the new ‘Amazing Starts Here’ campaign, we’re looking to firmly establish playing The National Lottery as something everyone in the country can feel great about – and our retailers are absolutely crucial in helping us to do that.”
‘Amazing Starts Here’ has been created by adam&eveDDB and is being rolled out across all of The National Lottery’s games and brands.
Further National Lottery ads will air later this year, including a 60-second TV spot supporting a Good Causes beneficiary and a new ad for EuroMillions, which will break in October.
The campaign pre-empts changes to the main Lotto game which will come into effect in November. Central to these will be a fixed prize of £1 million for matching five main numbers + the bonus ball, and a Roll Down mechanic, which, after five Rollovers, will see the jackpot shared across all of the other cash prize tiers if nobody matches all six main numbers in a Must Be Won draw.