UK national lottery consolidates brands

The operator of the UK national lottery, Camelot, has announced that it is to bring all four lottery brands under one roof under the strapline “Play makes it possible.”

The marketing publication Brand Republic reports that the campaign will bring together all four core National Lottery products of Instants, Lotto, Thunderball and EuroMillions, while linking the act of playing these games.

Scheduled for launch on July 6, the campaign will run across digital, television and outdoor platforms, with the advertisement content based on a poem written by Simon Armitage, the language of which evokes images of lottery wins and the purchases people dream of making.

There is also emphasis on the worthy causes which the lottery assists.

Camelot marketing director Sally Cowdry said Monday:

“This over-arching strategic campaign brings together the two fundamental elements of why The National Lottery exists – to week in, week out, create millions of winners and deliver millions to support National Lottery projects, which benefit the whole of the UK. The simple and emotive truth behind both is that ‘Play Makes It Possible’.

“Knowing about National Lottery Projects promotes positivity and has a direct impact on players’ participation in our games, so our new campaign looks to irrevocably bring the two together.”

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