Camelot unveils Christmas push after lifting of DM ban

Camelot is embarking on its first direct mail push following the

lifting of a blanket restriction on all direct marketing activity by the

National Lottery Commission.



The 60,000-strong mailing, through Hicklin Slade & Partners, is part of

a £4 million TV, press and radio campaign for the launch of its

Christmas Eve game, Millionaire Maker.



The two-pronged campaign targets businesses, positioning the £5

ticket as the ideal corporate gift, as well as syndicates.



Players are invited to select six years from 1902 to 2001 and can win an

estimated £4 million jackpot when the winning years are announced

on Christmas Eve.



Camelot requested a revision of its Code of Practice earlier this year

to include marketing via direct mail and email. Since the launch of the

National Lottery in 1994, there had been a blanket restriction on all

direct marketing.



National Lottery Commission spokesman Mark Slattery said: "There's

growing recognition that Camelot needs greater commercial freedom. We

can't keep its hands tied."



The new code states that email activity must be on an opt-in only basis

and prohibits direct mail to under 16s.



Hicklin Slade & Partners won Camelot's below-the-line account in

September following a six-month, seven-way pitch. Creative director

Philip Slade said: "Camelot is trying a whole load of new media options.

It's a very exciting time to be working on the brand."



The business mailings carry the strap, 'Want a simple way to make your

staff delirious this Christmas?' and a follow-up postcard campaign urges

recipients that it's not too late to order.



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