Following up from my earlier query. I called Lloyds and they went through to their new business departments and confirmed that I had used the correct affiliate. They also stated they now have a team dealing with this promotion issue and that my card has been submitted to them.

They confirmed that the 10x promotion will apply to the account but don't know when it will be resolved!

So basically, the link that was posted here back in December when the Avios site was down is correct.