Camelot encourages sharing in EuroMillions campaign

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

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

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

A TV ad, created by AMV.BBDO, shows a military unit approaching a deserted island before launching into a game of paintball. The strapline used is: “There are millionaires and then there are EuroMillionaires”.

The campaign comes three months after Camelot repositioned its National Lottery Scratchcard brands. The company introduced the overarching “Put Some Play In Your Day” strapline in a bid to communicate that scratchcards as “playful”.

It also follows Camelot’s £389m acquisition by Canadian Pension Fund Ontario Teachers’ Pension Plan.
Bateson says that Camelot’s new owners bought a “successful business” and that there are no changes planned for the company’s marketing strategy.

Camelot recently reported National Lottery sales across all channels increased 5.9% to £5.4bn in the year to 31 March.

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