National Lottery operator Allwyn has secured an exclusive 12-month partnership with the Chris Evans Breakfast Show on Virgin Radio UK in a deal brokered by Hearts & Science. This lies at the centre of a broader year-long media campaign that kicks off on the 21st October to highlight the funding for Good Causes raised through every National Lottery ticket and Scratchcard sold.
The campaign is designed to bring The National Lottery’s mission closer to the public and highlight the community support facilitated by The National Lottery through branded and editorial features in The Times, The Sun, and on digital and social channels. It will celebrate The National Lottery’s community impact, engaging audiences across News UK platforms to encourage new players to support these important causes.
Regular editorial features, social videos, branded content, games and special promotions, along with bespoke content developed with Chris will bring the stories to life for diverse audiences—from entertainment and real life stories for The Sun’s readers to inspiring impact stories for The Times’ audience. In total, the partnership is set to reach 32 million UK adults, 71% of which are in the crucial AA 25+ demographic.
On the partnership, Chris Evans said: "I've always loved The National Lottery. I've loved what it does and how it does it. And who doesn't love a game of 'what would you do if you won the lottery?'"
Steve Parkinson, brand and marketing director at Allwyn said: “As part of the wider celebration of 30 years of The National Lottery, this campaign will hero both lottery winners and the contributions made over the years to support Good Causes. It’s fantastic to have an advocate as passionate and respected as Chris on board - he was the perfect choice to raise awareness for the vital work The National Lottery facilitates.”
Tom Cornell, chief investment officer at Hearts & Science, comments: “Through this partnership with The Chris Evans Breakfast show and the wider News UK group, we will reach every corner of the UK demonstrating to both current and new players the positive impact they have through every ticket purchased. This campaign represents a new, concerted effort to raise awareness for the great work done by The National Lottery, and this partnership offers the perfect platform to do that.”
David Wilcox, Commercial Director at News Broadcasting, concludes: “Chris Evans, Virgin Radio UK and The National Lottery are a match made in heaven. And for this partnership to come together as The National Lottery celebrates 30 years of amazing good works means the stage is set for some wonderful and inspiring storytelling.”
