Kicking off the exciting sales weekend will be the enormous EuroMillions draw on Friday (5 May), which has an estimated £138m jackpot on offer.
The media attention and advertising campaigns around the ever-growing jackpot will see increased numbers of players coming into stores to buy a ticket for their chance at winning. Meanwhile, a special ‘over £130m’ EuroMillions rollover poster has landed at around 19,000 stores.
But the jewel in the crown of this week will be the special £20m Lotto ‘Must Be Won’ draw on Saturday (6 May). The celebratory Lotto draw is being held to mark the King’s Coronation and is expected to provide as much as a 56% sales uplift for National Lottery retailers.
POS for the draw landed last week and should already be sited and helping to drive sales. The National Lottery is also supporting the Lotto ‘Must Be Won’ with significant media investment, including a new TV ad, as well as radio, press, billboards, digital and social media advertising – all of which will help encourage players into store to buy their tickets and boost retailers’ bottom lines.
Camelot’s retail director, Alex Green, said: “It’s shaping up to be a huge weekend of sales for National Lottery retailers. Backed by significant media investment and media interest, the two enormous draws will generate plenty of excitement from players who’ll be going into stores around the UK to buy their tickets to see if their luck’s in this weekend.
“Retailers can create added excitement and secure extra sales by talking with customers about the huge jackpots, and by making sure that their POS is well-sited.
“Besides helping to boost retailers’ bottom lines through National Lottery sales commission and the extra footfall that these kinds of draws bring, these draws will be helping National Lottery players contribute to the more than £30m they raise for Good Causes each and every week.”
Article By: Tony Corbin
SOURCE: Talking Retail.