We have produced ‘The National Lottery’s New Year’s Eve Big Bash’ at Wembley Arena annually since 2022. With 10,000 ticket holders in the audience – the show looks back at the highs and lows that shaped the year in sport, politics and entertainment,  and rings in the new year with world class artists and special moments.

We amplified the project by partnering with ITV for a NYE primetime broadcast. In addition, we partnered with Bauer t0 deliver a multi platform national radio campaign, all pointing to the TV broadcast and delivering The National Lottery’s key messaging. 

This meant engaging with five separate Bauer brands – Hits, Greatest Hits, Magic, Absolute and Kiss – and creating unique content for each brand, taking into account their specific audience needs. Overall we delivered more than 200 content spots which created overall impacts of 28.7m for a reach of 13.2m people across the UK. This commercial partnership brought to life the impact TBI Media is able to achieve for clients in this space – delivering far-reaching creative radio content as part of a multimedia campaign for a big national brand.