For HLF-supported visitor attractions considering taking part in The National Lottery 'thank you' campaign this December, we've anticipated a few of the questions you might want to ask us, and have answered them here for you.
What’s in it for us?
As a recipient of National Lottery funding, it’s a chance to say thank you and remind people where their money has been spent. Research shows that people are more likely to buy a National Lottery ticket if they know about funding and how it is used for good causes – and that means more money for great projects in the future. You are also likely to see greater footfall and attract a more diverse range of visitors than you normally do – this has been the experience at some of the pilot promotions we have been involved with. It’s also a great opportunity for publicity in local media; and we will be running a national PR and social media campaign, promoting the 'thank you' week and driving visitors to find out more about the places taking part.
I want to take part. What should I do now?
Have a look at the quick step-by-step guide we've written up.
What sort of free offer can I make to visitors?
That’s up to you. We advise free entry if you are a paid-for attraction; this is an easy message in publicity material and should help attract people who might not normally visit. But if you are already free to visit, you might like to offer something else, eg: free refreshments in your café, a guided tour or a goody bag for the first 25 visitors to arrive with a National Lottery ticket. It’s up to you, just be sure to clearly specify on your website and in any promotion materials what you are offering to avoid disappointing any visitors.
What sort of National Lottery ticket can we accept?
We’d suggest all National Lottery games qualify for free entry, including tickets for any National Lottery draw-based game (Lotto, Euromillions, Thunderball and HotPicks) or National Lottery Scratchcard. Proof of ticket can be paper or digital. Date of draw/purchase is not relevant (unless you want to make it so). It's up to you, just be sure to clearly specify on your website and in any promotion materials what you will accept to avoid disappointing any visitors.
Can someone get in for free if they don't have a National Lottery ticket?
This promotion is only available to people who can provide a National Lottery ticket (paper or electronic) as a means of gaining free entry (or a free hot drink, access to an exhibition, etc). In the unlikely event that you should encounter any reluctance from people to purchasing a Lottery ticket in order to gain entry, the resolution of this is at your own discretion.
Can I put a limit on the number of visitors who receive the free offer?
Yes, that’s entirely up to you. If you’re concerned about numbers, you could make the offer available to the first 50 people to arrive with a National Lottery ticket, for example. Just be sure to clearly specify on your website and in any promotion materials what the limits are to avoid disappointing any visitors.
Do I need a set of Terms and Conditions to take part in this promotion?
Yes you do, but these don't need to be long or convoluted. We've included below by way of example what Gainsborough's House used when they ran a pilot of the promotion. If you're really unsure, The National Lottery's Legal Team would be happy to review your suggested Ts&Cs, just email Shelley at Camelot.
Please also note, your Ts&Cs will need to be published somewhere people can find, if they're interested in the small print. The best place for this is on your website. We ask that you send us a link to your Ts&Cs so we can officially register you as taking part in the promotion. Email the link to HLF.
Gainsborough's House - example Ts&Cs
- One National Lottery ticket provides free entry for up to one family of six to Gainsborough’s House, including all weekend family events, only.
- All National Lottery games qualify for free entry, including tickets from any National Lottery draw based game or National Lottery Scratchcard. Proof of ticket can be paper or digital.
- The offer is valid on the first three weekends of December 2016: 3, 4, 10, 11, 17, 18 December. Gainsborough’s House is open 10am to 5pm on the Saturdays and from 11am to 5pm on Sundays.
- Gainsborough’s House has the right to refuse entry in the unlikely event of venue reaching capacity, as well as unforeseen circumstances.
- Tickets will be given at the till in Gainsborough’s House shop when visitors arrive with their National Lottery tickets.
What support will I receive from the Heritage Lottery Fund and The National Lottery?
Visitor attractions are being invited to run their own promotions. We will provide you with a toolkit containing everything you need - draft communications materials, a how-to guide, case studies, draft terms and conditions, etc. After that, it’s over to you to run your own promotion. The Heritage Lottery Fund and The National Lottery will promote your involvement to National Lottery players with a media campaign, content online and on social media in the run-up to and throughout the week of the promotion. We are not able to provide any funding for this activity.
Do I have to make this offer for the whole week?
No – again, this is up to you. You might like to make the offer available for the whole week, part of the week, or maybe just a single day, morning or evening. Just make sure you specify this information on our website and in your own media outreach
I’d like to run this offer, but December doesn’t work for us. Can I do this at another time?
We would like as many places as possible to participate during the week Monday 11 to Sunday 17 December as this will be the focus of all our communications activity. But there is nothing stopping you running a free offer for National Lottery players at another time if this suits you better.
When should I start promoting my free offer event?
You can do this as soon as you want – there is no embargo. However, the main focus of our communications activity will be over a fortnight, starting Monday 4 December, the week before the offers begin.
Will you want to know how it went?
Yes! We will send you a link to a survey so you can tell us about your experience, how successful it was and whether any lessons can’t be learnt. Please can you also remember to take lots of photos (clearly showing your visitor attractions’ identity) during your offer and post them on social media using #ThanksToYou.
Have we missed anything? If you've got any further questions, please ask us in the comments below. Otherwise, register your participation and download the toolkit to get started planning your free offer.