Influential manages media around first top tier publicity winner on Set For Life

In August 2019, Influential was tasked with managing the media buzz around The National Lottery’s first top tier publicity winner on its new game, Set For Life.

As part of our ongoing PR brief with Camelot, operators of The National Lottery, Influential’s B2C team is responsible for organising the media press conferences for winners in the North West, North East and Yorkshire. We also support the Camelot press office with its biggest publicity winners across the UK.

Set For Life is a new game introduced by The National Lottery earlier this year which gives people the chance to win the top tier prize of £10,000 a month for the next 30 years. 24 year old, Dean Weymes, was the first top tier prize winner to take publicity.


Peterborough-born Dean wanted to use his newfound fortune to help launch a career in scriptwriting after handing in his notice at Amazon. It was our job to produce content that would capture the interest of news desks up and down the country.

Due to the potential risk of news leaks, press conferences are turned around in less than 24 hours. From arranging the venue and organising props to selling in the story to the media and writing a compelling press release, it was a herculean effort by the consumer team to turn it around in such a short space of time.

As this was the first top tier publicity winner on Set For Life, media interest was exceptionally high. Everyone wanted to hear what Dean had to say so it was unsurprising to have interest from national newspapers, regional television stations as well as national news agencies.

When a winner chooses to go public with their win, Influential is also responsible for ensuring their wellbeing and managing their relationship with the media.

The press conference was a resounding success with wall-to-wall coverage, including the story appearing on the front pages of Metro, Daily Express, Daily Mirror and Daily Star.

And this was followed with a heart-warming letter’s page in the Daily Mirror, showing how Dean’s personal story really touched the nation with his plans to also use his win to help out his family back in Ireland and his autistic brother.

Jane Woodhead, PR Director at Influential, said: “It was a real privilege to share Dean’s story with the rest of the country. It was such a heart-warming tale to hear how this win will help transform a young person’s life. Managing such a big story like this has is exciting and incredibly rewarding. Seeing all the coverage after the event shows it was a job well done.”

Congratulations to Dean and here’s hoping for more Set For Life winners for our consumer team in the near future! Read more on our work with Camelot here. 

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