The new 拢20m campaign, created by WCRS, focuses on the good that lottery money does around the country, as Camelot tries to combat falling ticket sales and bad publicity surrounding the use of lottery funds. Camelot plans to run the campaign for the next two years.
In the first of between 15 and 20 different ads set to run throughout 2003, viewers will see the work of the Seeds of Hope charity, based in Kingshurst, showcased.
The charity refurbished St Barnabas church hall and it is seen being used by the Kingshurst Friends in Retirement engaging in some of their regular activities such as sequence dancing.
The campaign will also see the launch of the National Lottery's new scratchcard game Holiday Bonanza, which offers players the chance to win holidays from Thomas Cook, as well as cash prizes.
The ads were produced by BBC Broadcast, and media planning is by Media Planning Group with buying through OMD UK. The campaign will include point-of-sale materials, a public relations campaign and promotions.
Jo Kenrick, director of marketing communications at Camelot, said: "We are delighted that Seeds of Hope are featuring in our new campaign. There have been around 124,000 grants to good causes and yet there is very low awareness of them at a local and community level.
"This campaign will help to address this by showing examples of some of the many projects that benefit from the 拢24m raised each week by the National Lottery for good causes."
The last major National Lottery campaign was when Camelot rebranded the game to Lotto. That campaign starred a purple-bearded Billy Connelly, who with his silly walks and gurning facial expressions managed to win the title of most irritating ad of the year in a survey by Marketing magazine.
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