promoting millionaire's month

We were briefed by Camelot to inject some sparkle into their pre-Christmas campaign 2011.

To get the balls rolling for Euro Millions Millionaire Month which guaranteed 50 millionaires,we compiled a shortlist of the UK’s Greatest Living National Treasures with the help of celebrity expert Mark Frith and UK tourist boards.

The nominations were then put to a public vote and the winners were turned into £1,000,000 notes.

In addition to providing newsdesks with a press release brimming with stats and fun facts, we mocked up an image of the £1,000,000 note with the winners faces on the front. Mark Frith conducted 20 interviews with radio stations to discuss the findings, seven national newspapers ran the story and Euro Millions received many more hits online including: Guardian,  the Huffington Post and the Mirror Online.  

In addition to a news story, British-Australian songstress, actress and model Holly Valance twirled off the set of Strictly Come Dancing in December 2011 and into a cavewoman’s outfit to help our client Camelot launch their Euro Millions Millionaire Month campaign in style.

The twinkle-toed starlet recreated a series of Millionaire themed pictures including the famous pose by Raquel Welch in the movie 1 Million BC captioned One Million Before Christmas! to highlight Euro Millions super raffle draw in November. We also released pictures of Holly as Sophie Loren in the 1960 movie Millionairess which tied in nicely with her recent engagement.

The pictures were released ahead of key draw dates during the Millionaire Month and stormed into the papers and flew online, hits included the Daily Mail, The Sun, the Metro, the Daily Mirror and  Hello Magazine.