Win £40,000 a year for life with the return of the Rich for Life Scratchcard

Operators of the UK National Lottery, Camelot, have launched a new TV and media campaign to promote the return of its popular Rich for Life Scratchcard.

The updated version of the much loved scratchcard which costs £5 per play, provides its players with the opportunity to win one of four incredible prizes of a whopping £40,000 every year for life!

The £1.4million campaign will offer retailers the prospect of getting their scratchcard sales for 2009 off to a great start.

The campaign comes in the wake of the much publicised £1million Merry Millions scratchcard win by Bristol resident Maria Murray on Christmas Eve.

A spokesperson for Camelot commented on the campaign:-

"We always see a fantastic response from players' in-store to regular payment games.

The previous version of Rich for Life was our best and fastest-selling £5 game ever - and we expect this new version to be just as popular.

The TV campaign, together with the full programme of marketing support, will make sure the game receives maximum exposure among players.

The campaign really captures the idea of what you could do with £40,000 a year and every year - for the rest of your life. The game offers players a great opportunity to see in the New Year with style, while raising even more money for Good Causes.

It should also give our retail partners a flying sales start in 2009 - and help them to build on the £3.4 billion and counting they've earned in commission to date from selling National Lottery products."

The Rich for Life TV advertisement which was launched on 11th January and will run until 8th February, begins with a man looking distinctly uncomfortable, wedged in-between two heavily built passengers in the economy section of an aeroplane, and concludes with the man being transported to the first class section of the plane being served lobster and Champagne.