Magazine article Marketing

Camelot's Extra in [Pound]11m Launch Push

Magazine article Marketing

Camelot's Extra in [Pound]11m Launch Push

Article excerpt

Camelot is embarking on a [pound]17m marketing push for its new National Lottery Extra game and its New Year's Eve game, Big Draw 2001.

The launch of the games will come in the same week that the National Lottery Commission announces whether bids for the next lottery licence from Camelot and its rival the People's Lottery will go through to a second month-long stage of evaluation, or whether only one will be considered.

An [pound]11m ad campaign for Extra, the jackpot-only game which launches on November 13, will feature a 3-D animated character, Jack Pot, who is made of money and playslips, and is voiced by actor Brian Blessed.

Two WCRS-created TV ads will break on November 11, accompanied by a radio campaign, with the endline 'Win it big with Lottery Extra'.

Camelot will also take over TV screens at 21 shopping centres, where Jack Pot will explain to shoppers how to play the game and what the week's jackpot stands at. …

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