Camelot pushes ‘caring’ image

National Lottery operator Camelot is to launch an advertising campaign on posters with electronic displays drawing attention to local projects it has helped fund.

The initiative is part of Camelot’s efforts to dispel its “fat cat” image and present a caring and charitable front in advance of its bid to operate the next National Lottery licence starting in 2001.

The 48-sheet panels have been specially built and will appear in 12 cities around the country, including full-width LED display panels. They feature the line “Things just aren’t the same around here anymore” and “Through you the National Lottery raises over 30m a week for a vast range of causes.” The displays will show community schemes paid for by the Lottery’s good causes fund.

Earlier this year, Camelot ap-pointed advertising agency WCRS after ditching the “It could be you…” slogan and the giant pointing hand created by Saatchi & Saatchi. In contrast to this original work, WCRS has used the slogan “Maybe, just maybe” and has shown how the Lottery’s good causes help worthy projects such as a northern brass band and young amateur athletes.

Outdoor contractor Mills & Allen has built the sites, which have been bought through poster specialist Portland Outdoor. Camelot’s media buying account is handled by BMP Optimum and planning handled by Mediapolis.

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