National Lottery Launches ‘Biggest Ever’ Advertising Campaign for Team GB


Ahead of Tokyo Olympics 2020, Camelot celebrated GB team and GB Paralympics athletes in its “largest fully integrated, multi-channel brand campaign to date”.

Aired on TV, radio, digital and high-impact OOH – as well as all owned National Lottery channels and 44,000 National Lottery retailers across the UK – the campaign ran to first performed on July 7, premiering in a 30-inch spot when England v Denmark.

Along with other prime-time advertising slots throughout the week, including during the Euro 2020 Sunday final – the athletic campaign features a sprinter Jonnie Peacock MBE, wheelchair tennis player Jordanne Whiley MBE, taekwondo athlete Lutalo Muhammad, discus thrower Dan Greaves, paracanoe Emma Wiggs MBE and walker Tom Bosworth.

“With the scale and reach of this campaign – the largest ever by the National Lottery – we want players to have no doubts about the role they play in supporting our Olympic and Paralympic athletes. “, said Keith Moor, Marketing Director of Camelot.

“Our hit TV commercial – featuring an incredible group of our heroes Team GB and Paralympics GB – will be followed by high impact out-of-home advertising, a must-have retail presence and cut-throat stories. the breath on digital.

“Then, as the Games begin and the medal count begins, we will step into the heart of the GB Team and GB Paralympics triumphs to remind the nation that the success of our athletes depends on Game. “

“During this momentous sporting summer, the National Lottery players should feel incredibly proud of their contribution, so we will tie the goal with the game at every possible opportunity. We can’t wait to collectively celebrate all of the winning moments. “

Along with the must-see base campaign, advertising for individual National Lottery games will feature GB Team and GB Paralympics logos, and Lotto ‘It Could Be You’ TV commercials will be updated. with a Tokyo twist – meaning players will be reminded of the role they play in funding athletes at every National Lottery touchpoint.

The TV advertising was created by adam & eveDDB, with planning and media purchases managed by Dentsu.National Lottery Launches Team GB ‘Biggest Ever’ Advertising CampaignThe National Lottery Launches Team GB ‘Biggest Ever’ Advertising Campaign


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