Camelot has launched a month long campaign to celebrate 20 years since the first National Lottery draw.
The campaign will peak with special lottery draws on Saturday 22 and Friday 28 November, with integrated TV, outdoor, digital, in-store, press and bespoke social media activity all being used in the promotion.
Short videos created by the Kindred Agency (above) have also been used to herald several competitons throughout the campaign, with more to be revelaed over the next week.
Sally Cowdry, Camelot’s marketing and consumer director, said: “Celebrating 20 years of The National Lottery has presented us with an incredible opportunity for a multi-faceted, multi-media campaign, with stand-out, bespoke activity across different channels. This is all linked together with one simple, powerful message – The National Lottery has had a life-changing impact on our nation.
“The campaign was developed to thank our players for the difference they have made – by playing National Lottery games, they have supported 430,000 projects over the last 20 years and raised over £32bn.”
The campaign was designed to celebrate the National Lottery projects supported and the winners created, as well as building engagement and excitement for the special Lotto and EuroMillions events, which will make at least 30 people millionaires.
A special ‘Celebrating 20 Years’ gold ribbon logo was created to sit across all materials and on all channels ahead of the official anniversary date of 19 November.