Magazine article Marketing

Lottery Offers Air Miles to Drive Subscriptions

Magazine article Marketing

Lottery Offers Air Miles to Drive Subscriptions

Article excerpt

Camelot is trying to combat flagging National Lottery ticket sales by linking with the Air Miles scheme for its first initiative specifically aimed at driving consumer loyalty.

The company has signed a deal with British Airways-owned Air Miles to offer the currency to consumers who buy subscriptions to Lotto tickets.

It will form part of The Great Air Miles Giveaway promotion, which launched in the summer to combat the arrival of rival scheme Nectar.

The tie-up is a major step for Camelot as it attempts to breathe new life into the Lottery, following its pounds 72m relaunch this year.

The campaign, fronted by comedian Billy Connolly, has failed to revive consumer interest amid a political row over the way money raised for good causes is being spent, even though Camelot has no say over how the cash is distributed.

From now until Christmas Eve, Lottery players who buy the top-level subscription will receive a free European return flight and be entered into a draw to win a trip to New York by Concorde. …

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