Camelot launches £15m National Lottery marketing push
Lottery operator launches biggest ad campaign since 1994 to signal "new dawn" as cost of ticket doubles
The UK National Lottery operator Camelot has unveiled a new £15m marketing strategy, its most significant campaign since its 1994 launch.
The campaign has been launched to coincide with significant changes to its Lotto game, with both the price of a ticket and prize fund set to double. The new strapline “Game changing. Life changing” will be introduced during the adverts.
New 20-second teaser adverts began to air on Thursday 26 September in anticipation of a 60-second spot, which will be televised on 28 September.
Radio, outdoor, digital and print advertisements will complement the television spots, while an interactive ‘singalong’ campaign on social networking site YouTube will see people recite the new Lotto song in an attempt to win £20,000.
Camelot consumer and marketing director Sally Cowdry labelled the new campaign as “truly innovative, exciting and ground-breaking”.
“We want to reach every corner of the nation, every Lotto player across the UK “ and even the small number of adults out there who’ve never played,” she said.
With the price of a ticket doubling to £2, rival lottery operator The Health Lottery will look to capitalise on disgruntled players with the launch of its own marketing strategy to highlight its cheaper £1 ticket cost.