Camelot launched the largest National Lottery brand campaign with fully integrated multi-channel promotion Great Britain athletes and UK Paralympic Games, participating in Olympic Games 2020 in Tokyo.
Broadcast on TV, radio, digital and high-impact outdoor advertising, as well as all of the National Lottery's own channels and 44,000 National Lottery retailers across the UK, the campaign first aired on 7 July, premiered in a 30" spot during the England match — Denmark. .
With additional prime time ad slots throughout the week - including during Euro 2020 final Sunday - Campaign Athlete participation includes sprinter Johnny Peacock MBE, disabled tennis player Jordan Wisey MBE , taekwondo athlete Lutalo Muhammad, discus thrower Dan Greaves , paracanoist Emma Wiggs, MBE and racer Tom Bosworth.
“With the scale and scope of this campaign – the largest National Lottery in history – we want players to have no doubt about the role they are playing in supporting our Olympic and Paralympic athletes,” said Keith Moore marketing director of Camelot.
“Our blockbuster TV show featuring an incredible group of heroes from our Team GB and ParalympicsGB will be followed by impressive outdoor performances, an unmissable retail presence and compelling digital storytelling.
“Then, when the Games begin and the medal count begins, we will be at the center of Team GB and ParalympicsGB victories to remind the nation that our athletes’ success is based on the game.”
“During this exciting summer of sports, National Lottery players should be incredibly proud of their contributions, so we will be linking the goal to the game at every opportunity. We really can’t wait to collectively celebrate all the winning moments.”
Along with the main unmissable campaign, ads for individual National Lottery games will be branded with Team GB and ParalympicsGB logos, and Lotto's "It Could Be You" TV ad will be updated with a focus on Tokyo, which means every National Lottery has a common ground. players will be reminded of the role they play in the financing of athletes.
The TV ad was created adam & eveDDB , and media planning and procurement were carried out Dentsu.
The Camelot post celebrates Team GB in the National Lottery's biggest campaign first appeared on GamblingTV.com.
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