Campaign to boost off-season domestic day trips

We are partnering with the National Lottery on a UK-wide consumer promotion, to support the domestic tourism industry by stimulating demand for off-season domestic day trips to visitor attractions, excursions, tours and theatres.

Built around the idea that “when lots of us play a little, fun stuff happens near you”, players of The National Lottery in the UK will be invited to redeem a £25 voucher code at participating attractions and experiences through the VisitBritain Shop (via NationalLotteryDaysOut.comusing Lotto tickets purchased in October 2021. Only one voucher will be redeemable per customer. 

Targeting our key audiences of familes and pre-nesters (18-34 year olds with no kids), we are encouraging a wide range of paid attractions across England to get involved in the campaign, and are working closely with VisitScotland, Visit Wales and Tourism Northern Ireland to encourage sign-ups all across the UK.


Campaign launch 

The National Lottery Days Out campaign is set to go live on prime-time TV at 7:45pm on Saturday 9 October, supported by a large media campaign using the ‘fun stuff happens near you’ message to drive visitors to claim their voucher. 

The media campaign will include hundreds of outdoor poster sites, thousands of radio spots and a heavyweight digital campaign across social media and display sites. A ‘Fun Formula’ PR campaign will inspire people about the wellness benefits of days out this autumn and includes a broadcast day on 8 October with TV celebrity, Dr Zoe Williams on ITV This Morning. All of this will be supported with activity across our website, social and email platforms as well as The National Lottery’s.

Follow our social channels below to view our Instagram stories, and share our posts using the hashtag #NationalLotteryDaysOut to support the campaign.