The cross-media deal, which starts today, is aimed at raising awareness and credibility for GeoLotto by linking it with the broadcaster.
Channel 5 has developed a series of idents, which will appear on its main channel during late peak hours, as well as supporting a creative campaign executed by DLKW Lowe, which recently won the advertising account for the brand.
The deal with Channel 5 was negotiated by Walker Media.
Chris Smith, a managing partner at Walker Media, said: "We are confident that our partnership with Channel 5 will create a centrepiece to our launch a communications plan that elevates impact and cut-through in what is a hugely competitive sector".
GeoLotto uses Google Maps to divide the UK up into a grid of purchasable squares that are entered into a prize draw every Saturday for a chance to win a millions of cash prizes, including a top prize of £1,000,000.
Agostino Di Falco, the partnerships director at Channel 5, said: "Via our unique channel idents, we are giving Geo Lotto an extended presence among a large segment of Channel 5's lottery playing audience."
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