Camelot calls creative tender for National Lottery advertising


Camelot UK Lotteries Limited (‘Camelot’) has today announced that it is conducting a review of its above the line advertising business for The National Lottery.

The announcement follows Camelot’s completion late last year of a wide-ranging strategic review designed to get The National Lottery back into responsible growth and raising as much money as possible for Good Causes. It also reflects the fact that, since Camelot’s last major advertising review 10 years ago, the growth of digital and social media has radically changed how businesses reach and engage consumers.

One of the key outcomes of the strategic review was a commitment to reinvigorate The National Lottery brand by making it and the unique role it plays in society far more relevant and visible. Camelot has therefore been looking at all aspects of its commercial activity to ensure that it has the right marketing strategy, plans and execution in place for The National Lottery in 2018 and beyond.

As part of this, it will be looking to place greater emphasis on promoting a more unified and overarching parent brand that more effectively communicates the life-changing good that The National Lottery does.

The ad agency pitch process is being overseen by Camelot’s Commercial Director Richard Bateson and managed by Oystercatchers, a leading agency search, evaluation and pitch consultant – with a final decision expected by early April.

Announcing the tender, Richard Bateson said: “This is a really exciting brief – we operate a number of the UK’s biggest-selling brands, including Lotto, EuroMillions and National Lottery Scratchcards, creating thousands of millionaires and raising billions of pounds for Good Causes in the process.

“Our current agency, AMV BBDO, is one of the best in the business and has created some fantastic advertising for The National Lottery over the last 15 years – so it goes without saying that we’ll be inviting them to pitch for the account. But, having committed to look at all of our marketing activity following our strategic review, and given the huge changes we’ve seen in the media and creative landscape since our last review, it’s the right time for us to take stock.

“We want to make sure that we still have the best agency for the job – a strategic advertising partner that will help us to reinvigorate The National Lottery brand and maximise the money we raise for Good Causes by creating relevant and engaging ideas that can be brilliantly executed in an integrated way through all media, digital and retail channels.”

The review does not affect Camelot’s media planning and buying arrangements, which have been handled by Vizeum since 2014.

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For further information, please contact:
Camelot Press Office: 020 7632 5711

Notes to Editors:

  • Camelot UK Lotteries Limited is the licensed operator of The National Lottery® and is committed to raising money for National Lottery Good Causes designated by Parliament. Camelot is not responsible for distributing or awarding these funds.
  • On average, Camelot generates around £30 million each week for National Lottery-funded projects. In total, £37 billion has now been raised and more than 525,000 individual grants have been made across the UK – the equivalent of around 185 life-changing projects in every community.
  • The National Lottery has so far awarded over £65 billion in prizes and created more than 4,750 millionaires or multi-millionaires since its launch in 1994.
  • Camelot runs the most cost-efficient major lottery in Europe, with around 4% of total revenue spent on operating costs.
  • The UK National Lottery is ranked just 62nd in the world in terms of per capita spend, despite being the sixth largest lottery in the world by sales – clear evidence of Camelot’s longstanding commitment to being a responsible operator (Source: La Fleur’s 2017 World Lottery Almanac).
  • For further information on Camelot, The National Lottery and its games, please visit:
  • www.camelotgroup.co.uk and www.national-lottery.co.uk.
  • Players of all National Lottery games must be aged 16 or over.

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