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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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