Camelot Unveils £28.2m Lottery Rebrand

National Lottery operator Camelot Group has unveiled its new £28.2m relaunch plans for the game, which includes the introduction of the new name for the weekly draw: Lotto. It was also announced that there are plans to make it possible to play the lottery online in future.

The relaunch, which has been two years in the planning, will include one of the biggest marketing campaigns seen in the UK. Ten television commercials will feature Billy Connolly and the new strapline “Don’t live a little, live a Lotto”, there will be one of the largest ever UK outdoor campaigns and 18 million homes will receive newly designed, easier to use play slips in a door drop campaign. The use of the new “Lotto” and “Lotto Extra” names will see National Lottery become an umbrella brand.

The new brand is to be introduced to retailers via a revamp of instore furniture. 15,000 retailers will receive new point of sale material and branding, while the remaining 10,000 will receive a new shell by 15 May.

Camelot has accompanied the launching of the campaign with the announcement of plans for new game formats including special draws to coincide with the the first draw under the Lotto name on 18 May and the Queen’s Golden Jubilee on 1 June. A new game called Lotto Hotpicks will be introduced in July. Future plans also include the launch on 16 May of a new website, on which, by the end of this year, it will be possible to play National Lottery Instants. The main Lotto game will also be available online by the late summer next year.

National Lottery: 0845 9 100 000 www.national-lottery.co.uk

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