Camelot awards Lida lottery brief

National Lottery operator Camelot has handed a direct marketing brief to Lida, as part of plans to build closer relationships with both lottery and scratchcard players.
It is understood the move is one element of Camelot’s revival plan, following its first fall in sales for seven years. Last week the company reported that lottery sales had fallen 6% to £3.3bn in the six months to the end of September.
The firm blamed the drop on a boost from sales linked to last year’s Olympics as well as two EuroMillions roll-overs that generated a storm of interest in 2012. They included the £148m jackpot scooped by a British couple.
Despite the decline, Camelot chief executive Andy Duncan insisted he was “pleased” with the results.
The appointment also comes a month after Camelot doubled the price of a line for the Lotto draw to £2 to stem falling sales.
Sally Cowdry, the marketing and consumer director at Camelot, 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.”
The company is currently running a new ad campaign, which uses geo-targeting to achieve maximum results. The ‘surprising numbers’ initiative was planned by OMD UK, Havas Media and Talon and has been rolled out across railway stations in the UK.
Boards in the stations tell commuters how many people in the UK will become scratchcard winners before the next train departs, driving home the fact that lottery winners are not only the handful who hit a big jackpot each weekend. Commuters are given messages pertaining to their location, such as: “Winners before the 10am to London leaves 1,500.”

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