An island company which allows people to bet on lotteries from around the world has unleashed TV star Keith Lemon as the face of its new LottoGo.com brand with the launch of a national TV advertising campaign.

Annexio Ltd employs around 40 people in the island and the series of ads, written by and featuring the alter-ego of comedian Leigh Francis, are now being aired over 80 Sky channels.

Business News exclusively revealed in May that the betting operator was enlisting the cheeky star of Celebrity Juice to advertise its services.

Now this has been confirmed as Annexio chief executive Tom Brodie said Keith Lemon was a natural choice for a celebrity tie-in.

Speaking from Annexio’s new base at Fort Anne, Douglas Mr Brodie said: ‘We firmly believe betting on lotteries should be fun and there are few people who personify fun better than Keith.

‘Keith’s character is very reflective of the LottoGo.com brand – likeable, cheeky and fun.’

Ads have been filmed in and around London and one features Leigh Francis’s real-life mum.

Since relaunching as LottoGo.com in June, Annexio has seen its customer numbers boosted to more than one million.

The business is what is known as a secondary lottery company, which means online customers can, in effect, bet on the results of lottery draws around the world including the American Powerball.

More on this story in the Isle of Man Examiner in the shops tomorrow. [Tuesday]