Camelot brings together core National Lottery products introducing new 'Play makes it possible' brand headline

National Lottery operator, Camelot, has unveiled a new long-term marketing and advertising strategy using the brand headline ‘Play makes it possible’.

The opening work, created by AMV BBDO, introduces the new brand headline and brings together the four core National Lottery products – Instants, Lotto, Thunderball and EuroMillions – under one parent brand.

“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’,” said Sally Cowdry, Camelot’s marketing and consumer director.

Running from early July the TV execution features the dual imagery of winning and good causes side by side and follows the introduction of a ‘Life Changing’ tagline and logo into Camelot’s advertising last year which served to bring the duality of the National Lottery’s purpose to life.

In addition to a TV campaign press and digital advertising and a full retail execution will also run in over 37,000 stores, with Camelot’s in-house creative services team producing all in-store, press, outdoor and digital executions.

The digital campaign will promote the dual outcomes of playing with the nation invited to vote for their favourite lottery funded projects in the National Lottery Awards 2014.

The parent brand campaign is scheduled to run for a month, flowing into a National Lottery Instants campaign launching in August. Camelot is also introducing new Lotto creative to support Rollovers, aligned to the overall ‘Play makes it possible’ strategy.

A EuroMillions campaign will run in the autumn with the ‘Play makes it possible’ tagline underpinning every execution with the ‘Life Changing’ logo a constant presence across all platforms.

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