Open Week

National Lottery calls on funding recipients to offer ‘Open Week’ deals after pandemic support

With more than £1 billion of National Lottery funding having been awarded to organisations throughout the UK since March 2020, the firm is calling on recipients of support to take part in its Open Week campaign.

National Lottery says players of its games raise £30 million each week for good causes, many of which are within the museums and heritage sector.

To show appreciation for the public’s role in contributing to this figure, organisations that have benefitted from National Lottery support are being urged to offer free entry and other deals to visitors who show a National Lottery ticket or scratchcard between 5th and 13th June 2021.

National Lottery also claims it will be a huge opportunity for venues reopening after lockdown to attract extra visitors, with Open Week receiving major coverage in a nationwide advertising campaign. As part of Open Week 2019, Jodrell Bank Discovery Centre offered free entry to its site and attracted 500 more visitors than the same period the previous year.

How to get involved

Ideas for Open Week participation suggested by National Lottery include:

  • discounted or 2-for-1 tickets
  • complimentary tea and cake
  • free parking
  • a free gift
  • access to a space or experience usually closed to the public

If, however, physical access to your site still won’t be possible in June, digital suggestions include:

  • free access to online workshops
  • a discount at your online shop
  • a free digital tour of your attraction
  • an exclusive Open Week online Q&A session with a curator or project leader
  • a voucher for a free gift that can be redeemed when you re-open

Black Country Living Museum is among the first heritage attractions to confirm its participation in this year’s event. More information on how to get involved can be found here.