National Lottery in £250,000 PR hunt to reconnect with public

The National Lottery is on the lookout for PR help as it seeks to 'reaffirm the importance' of the brand among the British public.

The National Lottery: On the hunt for an agency
The National Lottery: On the hunt for an agency

The work is being overseen by the National Lottery Promotions Unit (NLPU) and includes an initial seven-month contract worth up to £250,000 with the option to extend for a further year.

A tender document seen by PRWeek reveals that it is looking for a PR agency with strong digital expertise to help drive a major campaign.

As well as media work at both regional and national levels, the agency will be expected to strengthen the fund’s online presence.

It adds that ‘given the scale of the challenge and finite resource’, it is looking for a ‘high impact, innovative’ campaign ‘to reaffirm the importance of the National Lottery and its contribution to British society’.

The NLPU is a joint venture between Camelot, Lottery Distributors and the Department for Culture, Media and Sport and was set up in 2002.

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