Absolute Radio is removing all spot-adverts on Christmas Eve in a deal with Camelot to promote EuroMillions.
Instead the station will play promo trails containing listeners talking about what they would do if they won a million pounds.
The campaign will give listeners the chance to win luxury holidays every day this week in the Christian O'Connell breakfast show, and promotes the Christmas Eve EuroMillions Millionaire Raffle in which twenty-five UK Millionaires will be created.
"This campaign will really build up momentum and excitement in the Christian O'Connell Breakfast Show as the week draws nearer the Christmas Eve raffle," said Karen Revel-Chion on behalf of Camelot, "The whole station is behind this campaign and with all spot ads on Christmas Eve being bought out and replaced by real listeners talking about what they'd do if they win, we're hoping to see a real uplift in EuroMillions ticket sales."
The deal was brokered by Lauren Stone, Promotions Account Manager and Luke Stone, Agency Account Manager at Absolute Radio and Victoria Bickle – Group Account Director, MPG, Melissa Mould – Account Executive, MPG and Carolyn Critchlow- Media Planner/Buyer, OMD.