The new campaign to be launched by the Camelot Group cost £3.5 million and is expected to attract new lotto players through the tagline “Who’s next?” and by stressing the idea that anyone can win the lottery. The campaign will be shown as of 20 April.

Although not many details have been revealed about the new advertising plan, a spokesperson for Camelot said that “it captures the exhilaration of the winning moment.” The Media Planning Group was responsible for the media planning and OMD was in charge of the media buying.

Camelot has prepared a television add and also in-store and interactive online activity, keeping in mind the current importance of advertising in Internet. The changes in Camelot’s marketing strategy have been planned and supervised by its Marketing Director, Martin Pugh.