National Lottery operators Camelot is splurging on a £15m marketing campaign to soften the impact of changes to the lotto games, that includes an increase of the price of a ticket from £1 to £2 starting on the 5th of October.
The campaign is spearheaded by a TV advertisement that runs on its theme of “a new dawn”. It will feature about 300 people going about their lives while singing a re-worded version of Glibert O’Sulivan’s Ooh-Wakka-Doo-Wakka-Day. The campaign will also introduce the new strapline “Game changing. Life Changing”, which aims to emphasize the life changing effects of winning the lotto and the good causes that benefit from the game.
Positive changes for players include an increase that more than doubles the overall prize fund, the average Saturday jackpot rising from £3.9m to £5m and the prize for matching three numbers increasing from £10 to £25. Another welcome change is the addition of a raffle every week that pays 50 winners£20,000 each.
To create still more interest at launch, the first two Saturday draws will feature £10 million jackpots, and 1,000 raffle prizes of £20,000.