Check out the ad running on large screens in a major shopping centre on the weekend promoting the $50 million OzLotto jackpot. Neither of the Tatts outlets in the centre were promoted in the ad – only Tatts.com. That’s a clear indication of the focus of the company. With the requirement on retailers to support corporate branding I’d expect Tatts to connect with their supporting retailers with this in-centre advertising.
While Tatts could argue that this is a branding campaign and that any retailer in the centre with their branding will benefit, I’d say it’s a call to action campaign and a supportive supplier would have promoted the outlets nearby where a $50 million jackpot ticket could be purchased.