"Dabble In Scrabble" With The National Lottery
National Lottery operator Camelot has launched a new TV advertising campaign to support the release of its new Scrabble™ Scratchcard game.
Camelot has launched the latest version of the hugely popular Scratchcard to celebrate the 60th anniversary of the classic board game – which, alongside The National Lottery, continues to be one of the nation’s favourite games. The £2 game offers players the chance of winning five top prizes of £75,000.
The new TV campaign, which is the latest in a series of ‘transformation’ ads for National Lottery Scratchcards, broke on Sunday 10 August and will run until Sunday 28 September. The new Scratchcard will also be supported in-store with an impactful Point-of-Sale campaign – including Scratchcard dispenser header cards and advertising on digital media screens – throughout the duration of the TV run.
Launching the new campaign, Richard Bateson, Controller of Game Development & Scratchcards at Camelot, said: “Developing new products is key to the success of The National Lottery – our strategy for growth is based on offering a regularly-refreshed portfolio of games and convenient new ways to play.
“Like The National Lottery, Scrabble is hugely popular in its own right and is loved by players throughout the UK. And like Scratchcards, board games provide ‘time out’ moments that we all appreciate – and so this association makes perfect sense. This is the third time we have teamed up with Mattel to produce a National Lottery Scratchcard. The last version of Scrabble in 2006 was a bestseller, while initial sales of this updated version look likely to break all records.
“The new TV campaign, combined with the comprehensive package of support for National Lottery retailers, will allow us to gain maximum exposure for the game. With five top prizes of £75,000 to be won, players the length and breadth of the country can enjoy having a dabble with Scrabble – and help to add to the amazing £21 billion they’ve already raised for the Good Causes.”
For further information, please contact
Rob Dwight, Media Relations Manager: 020 7632 5748