Watford Community Lottery- A successful radio promotion case study

Summary

Watford Community Lottery was launched in June 2023 and has gone from strength to strength currently sitting at 927 tickets and 63 causes (as of 29/01/25.) Watford have used various communication methods to promote their lottery the most recent being their local radio station leading to a 5.2% increase in tickets (49 ticket x52 weeks = £2548 TTV)

How was this success achieved

- Asked the local radio station Vibe 107.6FM to promote the December Super Draw prize over 10 days 11/12/24- 20/12/2024

- Vibe 107.6FM is a cause on the lottery

- Presenter script was provided (see below)

- Super draw image and pack shared with the radio station

- Was read out at least once across 6 shows per day (approx 70- 80 times in 10 days) Some presenters read it out more than once per show

- Lottery advertising guidelines provided to Vibe

- Vibe’s tickets increased also

- 1 player has bought 10 recurring tickets from hearing about the lottery on the radio!

Cost

- £100

- Funded by completing VAT RETURN

What’s next?

- Continuing to utilise the local radio station to promote the lottery in the following ways:

- Good cause recruitment campaign

- Interview with the Mayor (to also be recorded and played again on other shows) Leading to 10 recurring tickets already (10tickets x 52weeks = TTV £520)

- Interview with causes (to be added to Vibe’s website and Watford Councils social media also)

- 30-second advert to be played across all shows over a 6 month period

- Vibe to present at 2nd lottery birthday celebration

- “Raw Vibes”- local artists to perform encouraging ticket sales, with funds going directing back to support raw vibes artists

- “Market Lates” - local evening market where artists will perform and promote the lottery

Presenter script:

READOUT

ALL SHOWS

WATFORD COMMUNITY LOTTERY DECEMBER SUPERDRAW

WEDNESDAY 11TH DECEMBER - FRIDAY 20TH DECEMBER

Get ready for the Watford Community Lottery Christmas Superdraw!

Every week players have a chance of winning cash prizes from £25 to £25k with the

Watford Community Lottery. And this month there is also an additional fantastic

Superdraw prize of £3,000 up for grabs, just in time to make your Christmas extra

special.

But that’s not all. 60p from every £1 ticket goes directly towards supporting good

causes in our community (there are over 60 including Vibe 107.6 FM). The Watford

Community Lottery has raised a whopping £40k for local causes over the last year.

It’s a win-win situation—you’ll be helping out those in need right here in Watford and

you might even end up with a fabulous prize.

For all terms and conditions, and to buy your ticket, simply head over to www dot

Watford Community Lottery dot co dot uk. The winner will be drawn on Saturday 21st

December, Good luck!

Remember, you must be over the age of 18 to participate, and it’s always important

to gamble responsibly.