Allwyn has launched its summer-long ‘Paris 2024’ campaign to celebrate the “unique and authentic” role that The National Lottery plays in supporting Team GB and ParalympicsGB on their journey to the 2024 Games
The funding raised through its Good Causes provides essential support, enabling them to train full time, have access to the world’s best coaches and benefit from pioneering technology, science and medical support.
The campaign includes a range of TV and radio ads, as well as POS assets in Allwyn’s 40,000 retail partners.
Paris 2024 fever has already started sweeping through National Lottery retailers with the special edition Team GB and ParalympicsGB £1 Scratchcard launching last month.
To boost sales of the scratchcard and get customers into the Olympic and Paralympic spirit, retailers have been provided with a new double-sided dispenser POS, which can be placed from today in time for the start of the Games.
In August and September, three special event lottery draws will be taking place to celebrate Paris 2024, in a move to help get players racing into stores to buy their tickets.
First up, is a £15m Lotto ‘Must Be Won’ draw on 3 August and could provide as much as a 53% boost in sales for the draw.
Next, there will be a EuroMillions 10 UK Millionaires draw on 16 August, which is expected to provide an uplift in retail sales by as much as 43%.
And closing off the Paris Games will be another £15m Lotto ‘Must Be Won’ draw on 7 September, offering up to a 53% sales boost.
Special POS to support all three draws will be landing at retailers in the weeks before they take place, ready to be sited to support sales.
To further celebrate National Lottery player and retailer support for our athletes at Paris 2024, Allwyn will also be staging two iconic Homecoming events – The National Lottery’s Team GB Homecoming on 17 August in Manchester and The National Lottery’s ParalympicsGB Homecoming on 12 September in Birmingham.
In addition to the two ballots which National Lottery players can enter to win free tickets to the events, National Lottery retailers will also have the chance to win tickets through a special Retailer Hub online competition – more details of which will be announced in the coming weeks.
Alex Green Allwyn’s Director of Retail Alex Green said: “We’ve also got lots happening in retail to create a real in-store buzz around the Games – with special event draws, Scratchcards and eye-catching POS. Then to really take the celebrations up a notch, we’ll be hosting two huge National Lottery Homecoming events which players and retailers will have the chance to get free tickets to. As well as celebrating the Games, this incredible Paris 2024 activity will help shopkeepers boost their National Lottery sales and sales commission, all while helping to raise even more money for National Lottery-funded projects.”
In total, £1.5bn of National Lottery funding has been invested into elite sport – with over 6,800 individual elite athletes having been supported to chase their dreams since 1997.
Through selling and buying National Lottery tickets, National Lottery retailers and their customers play a “vital role in helping to support our brilliant athletes at Paris 2024 and beyond,” said Allywyn.
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