EuroMillions campaign will say jackpot is for sharing

Camelot is repositioning its EuroMillions brand as one with a potential jackpot that is big enough to share.

The National Lottery operator is to launch the first brand campaign for the weekly draw since it was introduced on 20 June 2004.

Richard Bateson, marketing director at Camelot, says the television, press and digital push aims to add some “colour” to the brand, which has previously used tactical ads to highlight the “sizeable” jackpot on offer.

A TV ad, created by AMV BBDO, shows a military unit in a paintball contest on a deserted island. The ad finishes with the strapline: “There are millionaires and then there are EuroMillionaires”.

The activity comes three months after Camelot repositioned its National Lottery Scratchcard brands under the overarching “Put Some Play In Your Day” strapline.

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