National Lottery Days Out campaign
intro
The £4 million National Lottery Days Out campaign, backed by a national advertising campaign, ran from July to September 2023, making hundreds of thousands of vouchers available to all National Lottery players to redeem against a day out in the UK.
To apply to be featured in future promotions, see How to be part of our campaigns.
What is the National Lottery Days Out campaign?
Throughout summer 2023, we worked with The National Lottery on a UK-wide promotion to support the domestic tourism industry by stimulating demand for day trips to visitor attractions, excursions, tours and theatres.
Players of all National Lottery games in the UK were invited to redeem a £25 voucher code on the VisitBritain Shop, which features all of the participating attractions.
The campaign launched to a National Lottery database of up to two million people on 2 July and was released to the wider public from 3 July. The target audience was families and pre-nesters (18 to 34-year-olds with no children).
The campaign was set to run until 30 September 2023, or until all available vouchers had been claimed, but customers could book for any available future date. Only one voucher was redeemable per customer.
How the campaign benefits UK attractions
Potential to boost sales during the cost of living crisis. The £25 voucher value is funded by the National Lottery, and the administration is done by the VisitBritain Shop.
Opportunity to drive additional bookings to your attraction by remaining on the VisitBritain Shop and TXGB distribution platform after the campaign has closed.
Via TXGB, you will have the chance to opt into a wide range of partner channels: from TripAdvisor to over 100 destination websites and many unique campaigns.
How to be part of our future campaigns
If you represent a UK-based attraction with paid admission fees, you can apply to be part of VisitBritain Shop promotions.
Your business will also need to:
- Be bookable online (or be willing to be).
- Have availability during the campaign period and at least four months beyond the end of the campaign. (For example, the National Lottery Days Out campaign period was 3 July to 30 September 2023; participants therefore must have had availability until early 2024).
- Agree to the TXGB and VisitBritain Shop terms and conditions.
To express your interest in taking part in future campaigns, please email product@visitbritain.org.
The team will notify you when your application has been processed, and you can load your product onto the VisitBritain Shop via the TXGB distribution platform.
National Lottery Days Out campaign: FAQs
To learn more about the National Lottery Days Out campaign, browse the Frequently Asked Questions below – or contact us directly if your query isn’t answered.
- If you are interested in being part of VisitBritain Shop campaigns, please contact us at product@visitbritain.org.
- Once your application has been processed, the team will contact you so that you can connect to the VisitBritain Shop via distribution platform TXGB and sign-up to the standard terms and conditions.
There was no fee to be included in the National Lottery Days Out campaign. Participants agreed to the TXGB and VisitBritain Shop terms and conditions, which include a small booking fee of 2.5% and a commission rate on sales generated which is agreed during onboarding.
Run by VisitBritain, the official national tourism agency, the VisitBritain Shop is a trusted place for visitors to discover and purchase a wide range of experiences from all over the UK.
Retailing in the UK and 94 markets internationally, in multiple languages and currencies, we have been a trusted route to market for a wide range of brands. With significant reach around the world and no set-up fees, it is a great way to reach new customers. Our knowledgeable, multilingual team is here to support you to maximise your exposure and appeal to different markets and customers.
Yes, Businesses will automatically continue to appear on the VisitBritain Shop and benefit from another route to market for both domestic and international visitors. However, if you do not wish to continue on the VisitBritain Shop, you can opt-out with notice of one month as per the VisitBritain Shop Terms and Conditions.
No, participating attractions did not need to apply for the voucher value back, nor do any additional administration. This is a benefit of using the VisitBritain Online Shop: it enables us to apply the discount for the customer and administer the full payment directly to you.
Yes, there was a limit of one voucher per customer, to enable as many people to benefit from the campaign as possible.
No there is no set up or joining fee on TXGB or the VisitBritain Shop. An agreed commission will apply for bookings made through the shop, and a 2.5% booking fee for TXGB on each booking you receive through the platform.
At the moment TXGB and the VisitBritain Shop do not have the capability to identify products which are eligible for Gift Aid, or to generate a Gift Aid declaration request on behalf of suppliers. This functionality is being looked at for the longer term. If an attraction believes individuals would be eligible for Gift Aid they could ask them to complete a retrospective declaration on arrival.
