New Camelot Campaign Highlights both Winning and the Good Causes it Funds

For the first time ever, Camelot is to launch a new campaign this Saturday (5 July) that will merge the concept of winning with the money it raises for good causes.

Called 'Play makes it possible', the campaign spans TV, print, outdoor and digital activity, as well as the retail channel in more than 37,000 stores. It kicks off with a month long TV spot for the National Lottery master brand that is aimed at boosting participation.

Meanwhile, the digital aspect will promote both winning and good causes, along with inviting people to vote for their favourite projects in the National Lottery Awards 2014.

The next leg of the campaign will launch in August to target the National Lottery's Instants demographic, with imagery and poetry highlighting the wins that most appeal to them. Campaigns for the Lotto, Thunderball and EuroMillions formats will follow later in the year.

Camelot's Marketing and Consumer Director, Sally Cowdry, commented: "This overarching 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'."

She added: "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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