The company, which operates the lottery, announced in March that it was spending 拢72m on relaunching the game, as it attempts to win back players. The relaunch takes place in May, backed by a television and press advertising campaign.
However, Camelot has not revealed the strategy it will employ, other than saying that it plans to make the lottery more exciting and that it will target an audience of 18- to 24-year-olds. Previously, it has steered clear of targeting a youth audience because of criticism of under-16s buying lottery tickets.
Camelot uses WCRS for its creative advertising, and the Media Planning Group for media.
The National Lottery was launched in 1994 to huge success, but recently sales have been falling. Camelot has pledged to turn sales around after it came through a controversial bid process to win its second contract to run the game.
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