Camelot readies Lotto giveaway
by Staff Marketing 2 Aug 2006
LONDON - Camelot is launching its biggest ticket giveaway by offering customers a free Scrabble scratchcard for every 50th Lotto ticket sold at its terminals, in a bid to improve cross-selling of its National Lottery products.
The initiative will be supported by an ad campaign, created by Abbott Mead Vickers BBDO, which breaks on 6 August. The ads show a hand spelling out words such as 'strapped' and 'broke' on a Scrabble board. Viewers then hear a scratchcard being played, prompting the words to be changed to those relating to wealth.
The giveaway runs from 20-28 August to coincide with a relaunch of the Scrabble scratchcard, one of Camelot's most successful games.
The activity comes as potential future National Lottery operators prepare bids for the next licence. |
