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
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.