The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Marketing Camelot National Lottery

Camelot to revamp the National Lottery’s customer journey with Roast hire


By Seb Joseph | News editor

August 21, 2015 | 2 min read

Camelot is looking to make it easier for people to find and play the National Lottery’s various competitions with the appointment of performance-led agency Roast.

Camelot to revamp the National Lottery’s customer journey with Roast hire

The organisation has worked with online performance shops in the past but has never tasked a lead SEO partner with such a large brief before. Roast will manage SEO for Camelot, particularly focusing on its recently launched Gamestore brand, which is billed as the new home for National Lottery online Instant Win Games and Scratchcards.

Gareth Moore, head of digital commerce at Camelot, said of the appointment: “We recognise SEO as a crucial element of our digital marketing mix. We need to ensure that the online journey is as easy as possible for National Lottery players and, given that our GameStore brand is completely new, we wanted to ensure that all of our Instant Win Games online are easy to find and play.”

The hire is a boon to a digital offering hailed by Camelot earlier in the year for its notable contribution to National Lottery sales in 2014. Major changes were made to the brand’s digital presence amid wider shifts that also spawned a new logo.

Earlier this year, the organisation announced plans to merge its retail, marketing and customer divisions, in a move that saw marketing chief Sally Cowdry gain additional responsibilities.

Marketing Camelot National Lottery

Content created with:


We are ROAST.

Our goal is simple, to increase the return on your advertising spend (ROAS).

We do this by simplifying the problem and moving forward with the right performance marketing tactics targeting the correct audience, at the right time.

We extract solutions from data science along with experimentation and apply it where it will be most valuable. By using digital data at scale, combined with the very best industry tools and tech, we can build highly successful Performance Marketing campaigns for you, as well as new ways you can use that data.

How we work with you

Being independent allows us to be flexible with our clients. Digital Marketing moves quickly and we can change our strategy and tactics just as quickly.

We make sure we build you the correct team, formed around your business. This team will be selected as the right team to drive success for YOUR business.

We never build our teams around certain departments, we make them client centric. This way your challenge and goal are always the focus.

Multi Award Winning Digital Performance + Media

We’re proud to have won many prestigious awards over the years - being recognised for the results we have achieved for our clients, our innovative approach, our clever use of data, our culture, as well as named ‘Best Digital Agency’.

We form partnerships built on TRUST.

Word of mouth and strong client relationships have been the driving force of our agency growth from day one. With trust laying heavily at the heart of all of our partnerships, we are fortunate enough to see our clients return to and refer us, time and again.

With decades of industry experience, we know which brands work best with us, if we don’t think we are right for you, we will let you know. We always strive to build meaningful and genuine connections with the clients we do work with, and highly value the importance of reputation and integrity – both of which have allowed us to get to where we are today.

As part of Independent Digital Network, TIPi Group, we use digital data at scale, combined with the very best industry tools and tech to create a comprehensive view of your business and the opportunities we can maximise. We then apply this to our digital strategy to deliver accurately targeted, highly successful award winning campaigns.

Our services include Integrated Search, Customer Experience & CRM, SEO, Content Marketing, PPC, Display & Programmatic, Mobile, Paid Social, Amazon Marketing, Data Science & Analytics and OOH.

For more information visit our website or get in touch at

Find out more

More from Marketing

View all


Industry insights

View all
Add your own content +