National Lottery operator Camelot is hoping to cause a big splash with the launch of a multimillion-pound marketing campaign promoting the Wednesday Lotto draw. The multi-media blitz, created by Abbott Mead Vickers BBDO, will run across radio, TV and online channels. It kicks off with a 20-second TV ad depicting a man jumping for joy in various locations at an opulent house, with voiceovers and words counting down from Saturday to Thursday. A voiceover concludes: "You could be a millionaire three days earlier with the Wednesday Lotto draw." TV ads are scheduled to run until the end of September, while a radio and online campaign is booked for five weeks, starting next month.
Separately, Camelot and the Big Lottery Fund have chosen Leicester and Plymouth for a trial scheme allowing consumers to choose which of a shortlist of four projects will receive a grant. Shoppers can vote at participating retailers from 31 July to 27 August.