Hit or Miss ... Jackpot

National Lottery operator Camelot secured blanket coverage this week as it marked the 10,000th person to have won a share of the jackpot. Its in-house press and PR team devised a campaign around e-fit images of what the average lottery winner looks like. Camelot also released a list of the top 40 careers most likely to win (construction workers came top), and created a YouTube clip about Lottery winners. As well as winning online, broadcast and print coverage, the team has set up features in newspapers.

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