Camelot is backing its millennium lottery game, Big Draw 2000, with
a pounds 6m below-the-line campaign, its biggest direct marketing push
since the launch campaign for the National Lottery in 1994.
As part of the drive, Camelot will give away five million branded gift
cards, introduce a series of Big Draw 2000 pub quizzes, publish a Big
Draw 2000 book and run a News of the World game card promotion.
A new advertisement promoting the game as the perfect gift will be
launched on December 16. Camelot’s advertising is handled by WCRS.
Camelot said it was spending a total of pounds 9.5m on promoting Big
It hopes to sell pounds 125m worth of tickets for the game before New
Year’s Day, when the lottery balls will be drawn at 12.14am. The card
give-away will be Camelot’s biggest single sales promotion to date and
aims to position the lottery as part of the lucrative
Christmas/millennium gift market.
The cards, which will be given out free to customers purchasing lottery
products between November 29 and New Year’s Eve will be branded with the
Lottery’s crossed finger logo and a message reading, ’2000 A Gift For
The Millennium’ on the outside.
The inside of the card will have a pouch for the lottery ticket and
further millennium best wishes.
Camelot spokeswoman, Alison Baldwin, said: ’We expect to sell about 70%
of the tickets in the week before Christmas and leading up to New Year’s
Eve. The idea of the cards is to position lottery tickets as a
The company said it was happy with sales to date, despite having sold
only pounds 2m worth of tickets.
Camelot added that the gift-giving promotion would be the last stage in
its three-step campaign for Big Draw 2000. It will be supported by the
television campaign as well as radio, press and ambient advertising.