Camelot unveils new brand for National Lottery

Camelot has announced a new brand identity for its National Lottery portfolio of games, which will look to raise awareness of the more than £33m a week the operator delivers to good causes.

The new identity, which will be rolled out across all channels, will stress the “life changing” qualities of the lottery, both for winners and those who benefit from money donated.

Developed with brand consultants Wolff Olins, it will also attempt to closer tie Camelot’s online instant win games and scratchcards to the National Lottery brand by consolidating them under the Gamestore umbrella brand across both digital and retail channels.

“While most people know that Lotto is part of the National Lottery – largely because it is the flagship game, launched in 1994 – many aren’t aware that EuroMillions and Instants are also National Lottery games and play a big role in raising massive sums of money for National Lottery-funded projects,” Sally Cowdry, Camelot’s marketing and consumer director, said.

“This is important because our research clearly shows that, when people – particularly younger consumers – understand that these games contribute to National Lottery funding, they are more positive about our brand,” she added.

The rollout of the new brand identity will begin in mid-July.

Camelot launched a new online platform last September in an attempt to drive online sales. While it reported a 6.6% drop in lottery sales for the financial year ending 31 March 2014, online sales were up 7% for H1 2014.