DIRECT: Camelot backs 2000 draw with direct push

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.

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

Draw 2000.



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

millennium gift.’



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.



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