Camelot plans games for tenth anniversary

National Lottery operator Camelot is to launch its largest prize scratchcard game to date, as well as a special &£10m Lotto jackpot, as part of its tenth birthday celebrations later this year.

The scratchcard, Millionaire Celebration, will offer five prizes of &£1m – a considerable increase in the top prize compared to existing prize pools. Camelot’s most recent game, themed around Mattel’s Scrabble board game, offered a top prize of just &£60,000.

The scratchcard will emphasise the &£15bn raised for good causes by the operator and will be branded with images of balloons, presents, fireworks and party hats. The lottery operator will also launch a birthday jackpot draw for the event. The games will be supported by separate television ad campaigns, created by roster agency Abbott Mead Vickers.BBDO under the umbrella of the “Lady Luck” ad strategy unveiled earlier this year (MW January 22).

Camelot plans to ask retailers to help publicise its birthday celebrations. A retail campaign will thank National Lottery customers for their help in generating money for charity, rather than stressing Camelot’s involvement.

It will build on the theme started this summer after Camelot redesigned its brand logo with fireworks and will use the tagline “The National Lottery thanks you for 10 years”. A National Lottery Day, on November 6, will feature free admission to Lottery-funded projects.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here