‘National Lottery Benefits All’ Says New Ad Strategy

Camelot has announced that it is to change the advertising strategy for the National Lottery. The original motto “It Could Be You”, which launched the Lottery four years ago, is to replaced with the slogan “Maybe, Just Maybe.”

The new slogan attempts to emphasize the endless possibilities created by the Lottery. However, more importantly, it takes the focus away from individual winners, and looks at the collective benefit from the Lottery by focusing on the good causes and projects which Lottery money has funded throughout its duration.

The campaign features charities and voluntary groups which have been funded by the Lottery. The Lottery’s ‘crossed fingers’ logo will continue to feature in the group’s advertising campaign, which was created by WCRS, and will include TV, poster and radio.

Dianne Thompson, Camelot’s commercial operation’s director, said of the new approach: “‘Maybe, Just Maybe’ emphasizes that the Lottery is not just about the individual winning but the fact that the Lottery money has already and will continue to benefit the country as a whole.”

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The National Lottery: 01923 425 233