Entrepreneur Alan Sugar is fronting a new television promotional campaign by National Savings & Investments, the first such campaign in six years.
Kicking off on 31 July, the campaign will “promote the fund and exciting element of Premium Bonds” using the image of Alan Sugar against a backdrop of a horse race.
NS&I says the imagery symbolises “the opportunity and thrill of winning big”.
The executive agency does point out, however, that capital invested is guaranteed by the UK government – unlike money spent on the races.
The campaign is part of a plan to keep raising consumer interest in the products available, and their availability through distribution points such as post offices.
A second campaign to promote Index-Linked Savings Certificates will follow later in the year, NS&I says.
Focus groups picked Alan Sugar to front the campaign because “his reputation as a straight-talking businessman means he is the ideal personality” to highlight NS&I products.
NS&I currently sits on some £27bn invested in Premium Bonds, held by some 23 million people. The first double jackpot will be paid out on the August draw, both worth £1m.
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