The Pools are one of the UK’s most historic brands, celebrating over 100 years of heritage. This summer, two of their players won £65,000 on lotto game Lucky Clover. SITA worked on behalf of The Pools to bring the two winners’ stories to life.

ACTIVITY

First up was contacting the winners – Carl, 62 from West Yorkshire, and Gary, 59 from Lincolnshire. SITA spoke with both winners to hear all about their backgrounds, how they discovered the news and what intentions they had with their winnings. These conversations formed the basis of two press releases, and video content for The Pools’ social media channels.

Photographers were researched and briefed, before they attended homes of both the winners, to capture the jubilation that only a surprise Pools win can bring.

Once all the video, visual and written content was compiled, media outreach began to amplify the positive sentiment across multiple platforms.

RESULTS

We were delighted with the reception to Carl and Gary’s stories.

For Gary, we worked with BBC journalists across television, radio and online to offer multi-platform coverage. In addition, a range of journalists published stories in both print and online, including Lincolnshire World, Lincs Online, the Grimsby Telegraph and Lincolnshire Live.

For Carl, a number of Yorkshire titles picked up the story, including the Yorkshire Post, Halifax Courier, Huddersfield Daily Examiner and Bradford Telegraph & Argus.

Congratulations again to Carl and Gary – we’re excited to see who will be the next big winner on The Pools!

Interested our work? Get in touch here.