ITV and Global have launched The Birthday Draw, a new weekly national prize draw offering a £1 million jackpot.
The initiative brings together broadcast television and commercial radio in a joint project designed to create a regular nationwide moment across multiple platforms, with promotion expected to feature strongly on radio as well as television and outdoor media.
The Birthday Draw opens for entries today, with the first draw taking place this year on 29 January. Players enter using a date that is meaningful to them, such as a birthday, combined with an initial and a chosen colour, creating a personalised entry. The format is intended to link each ticket directly to the individual, rather than using randomly generated numbers.
Draws will run weekly, with results announced online. Alongside the main jackpot, players can also be eligible for additional weekly prizes, including a birthday-linked reward for some entrants.
ITV says the draw builds on its long-standing involvement in viewer interaction and participation, while Global brings national reach across radio, digital audio and out-of-home advertising, giving the promotion strong visibility across the UK.
Peter Mossman, Director of Interactive at ITV, said the partnership reflects ITV’s experience in interactive formats and large-scale audience engagement. He said the draw offers “a truly personal way for audiences to play”, adding that it represents a new interactive proposition for this year.
James Hickman, Chief Digital Product Officer at Global, said the mechanic gives entrants a direct connection to their choice and creates a shared national moment. He said the partnership brings together two trusted media brands with complementary strengths.
The Birthday Draw is supported by a coordinated marketing campaign across television, radio, outdoor and digital channels, underlining the continued role of radio as a key platform for launching and sustaining large national promotions alongside broadcast TV.