Camelot appoints new marketing team to boost customer engagement
London-based agency LIDA brought in on initial short-term deal as Camelot's UK ticket sales suffers dip
Camelot has awarded London-based media agency LIDA a contract aimed at improving the lottery operator’s relationships with its online and offline customer base.
LIDA began working on the brief this month and a spokesperson for Camelot told eGaming Review that while the initial agreement is on a short-term basis, the expectation is that it will be extended should results in “phase one” follow.
“We can confirm that we have appointed LIDA to look at ways in which we could better engage and communicate directly with our retail players as well as our online players,” Sally Cowdry, Camelot’s marketing and consumer director, said.
“This work is in its infancy, but we look forward to working with LIDA and are delighted that they will be bringing their enthusiasm and specialist expertise to this project,” she added.
The appointment does not affect Camelot’s work with other marketing agencies, Abbott Mead Vickers, BBDO, Havas Media and OMD UK “ the former having recently co-ordinated the advertising campaign to promote the National Lottery’s new £2 ticket.
Camelot will be hoping the appointment of LIDA will help reverse the decline in ticket sales revealed in its recent half-year financial results.
Sales for the six-month period ending 28 September 2013 amounted to £3.3bn, a decline of 6% on the corresponding 2012-13 figure of £3.5bn.
However, Camelot attributed the fall to a “unique period” last year in which sales reached record levels due to the boost provided by the Olympics and Paralympic Games and two large multi-rollover jackpots.
“We are confident that the exciting plans we have in place will continue to drive sales over the second half of the year,” Andy Duncan, managing director of Camelot UK Lotteries, said.