EL/WLA Marketing Seminar 2026
’Content is Queen: The fundamental art of storytelling’’
In an age increasingly driven by AI and a whirlwind of new media and technologies, it's easy to get lost in the buzz. But have we lost sight of what truly matters? The core of marketing – the message itself.
Join us in Barcelona for a forward looking, thought-provoking and inspiring Seminar that returns to the heart of communication: content and storytelling. Going further than exploring the latest trends, the Seminar will deep dive into what makes messaging meaningful for lottery brands, products and audiences today. Participants will have the chance to hear how the heritage and values of lotteries are more relevant than ever and what the future holds for us, as marketeers.
What are the fundamental questions?
- Is your content clear, compelling enough to grab attention and relevant to your audience?
- How do lotteries connect with consumers through human values?
- Does lottery messaging make the most of our heritage & good-cause contributions?
- Is tradition still an asset in your storytelling strategy?
This Seminar will tackle these questions head-on, with real-life and practical examples across the board - from advertising and PR to CSR, and responsible gaming. Other topics to be explore include the role of marketing organisational structure and ways of working with creative partners.
For the second time, the event will take place in sunny Barcelona from January 21-23, coinciding partially with ICE Barcelona.
More information about agenda and logistics will be shared soon. Stay tuned!
Who should attend? Advertising-, Marketing-, Sales-Managers, Product & Brand Managers, Retail Experts, Digital Experts, CEO/COO/CFO.
When?
The seminar will start with a welcome reception on the evening of Wednesday, January 21 and end on Friday, January 23, 2026 at around 13:00 with lunch.
Language
The Seminar will be conducted exclusively in English.
Seminar Venue
Sofitel Barcelona Skipper
Av. Litoral 10, 08005 Barcelona |Spain
Airport / hotel / venue transfers are NOT organized
COSTS | JANUARY 21 - 23, 2025
- EL/WLA lottery members 2.050.- EUR ex. VAT
- EL/WLA associate members 2.300.- EUR ex. VAT
- Non EL/WLA members 3.250.- EUR ex. VAT (Participation subject to approval by EL/WLA)
The fee includes participation in the seminar and the meals during the seminar and evenings. The fee does not include hotel accommodation.
Please kindly note that as of December 5, all registrations cancellations will be charged, if not replaced by a colleague.
Participants are requested to book their own accommodation for the nights of January 21-22 at the Sofitel Barcelona Skipper.
We have arranged for a preferential rate for your room.
- Preferential rate until October 15: 303.25/night single occupancy
- Preferential rate after October 15: 318.25/night single occupancy
Please book your room before December 5. After this date, the rooms will be released and you might not enjoy the preferred rate any longer. As this period is in high demand in Barcelona, we expect hotel rooms to be sold out very soon. Availability on a first come, first serve basis.
Conditions for the preferential rate:
- Special rate only applies for a 2 night stay.
- All rooms need to be prepaid at the time of booking.
- Cancel free of charge until December 21.
- Breakfast, city tax, access to swimming pool and gym are included in the rate.
Check-in 3:00 PM | Check-out 12:00 PM
Questions regarding booking the accommodation should be addressed to the hotel directly.
REGISTRATION
Please confirm your attendance no later than December 15 by registering online through the EL website.
After registration, you will receive a written confirmation with more details. The programme will be available on the EL and WLA websites.
Instructions for booking room with preferential rate:
- Go to the Sofitel website: Sofitel Barcelona Skipper - Where life lives or https://www.sofitelbarcelona.com/
- Select the dates at the bottom: 21 – 23 January 2026
- After selecting the dates, a small pop up window appears below the dates. Here you introduce the preferential code: EL26M
- Once you introduce it you will see the special rate of 606.5€ for 2 nights.
- If you click on the pricing conditions, you’ll see the special conditions