National Lottery’s Heart-Warming TV Campaign


National Lottery puts retailers at heart of new heart-warming TV campaign. The National Lottery is incorporating retailers into its new ‘Amazing Starts Here’ marketing campaign.

The National Lottery is relaunching with a new strategy and strapline for the masterbrand, “Amazing starts here”, as it looks to deepen engagement with players.

Newly-created TV advertisements to promote the National Lottery rollovers feature. Four store owners around the country in their shops celebrating the announcement of the rollover.

Wider strategy, called ‘Amazing starts here’, seeks to show how playing the lottery can change lives for ordinary people.

Tina Thomas of Pontlliw Post Office & Village Stores, Swansea, stars in one of the advertisements with a brass band.

Thomas said: “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.”

Tugs at the Nations Heartstrings

Duncan Malyon, retail director at Camelot, added: “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.”

Equally, the campaign is being rolled out across all of The National Lottery’s games and brands.

Further ads will air later this year. This includes a 60-second TV spot supporting a good cause. Additionally, there will be a new ad for Euromillions, which will be launched in October.

Furthermore, the campaign pre-empts changes to the main Lotto game which will come into effect in November.

A two-minute TV ad, called “Fisherman”, will debut on Saturday (15 September) during The X Factor on ITV. Overall, the emotional film centres on the hardships of a working-class Scottish family. The father leaves in the dead of night to voyage out to sea and his partner struggling to raise the children alone.

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