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Agencies strike it lucky in Postcode lottery launch

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By The Drum Team, Editorial

September 6, 2007 | 2 min read

A new lottery concept is due to launch in Scotland with the help of Stripe PR and Feathers Brooksbank.

The Postcode Lottery will go live within the next few weeks and its based on the principle that postcodes as opposed to individuals win the prize money. It also aims to capitalise on concerns in Scotland that funds raised through the National Lottery are now being diverted to the London Olympics.

The concept is already a major success in Holland, where the organisation behind the venture Nationale Postcode Loterij, is based.

It invites people within certain postcode areas to buy tickets; the more individuals who enter from a specific area the greater the chance of that postcode winning. Neighbours then split the jackpot.

Meanwhile there are guarantees that all money raised north of the border will be spent north of the border.

Said one insider: “This is a major point of difference particularly because so much money raised in the National Lottery is going to London. This is an angle that will play particularly well in places like the North of Scotland who feel they are getting no benefit from the National Lottery.”

Initially the Postcode Lottery will only launch in Scotland, but if successful could be rolled out across the UK.

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