NEWS: Bulletin scores lottery success

The National Lottery has appointed VNR company Bulletin International to promote positive images of the lottery in the broadcast media.

The National Lottery has appointed VNR company Bulletin International to

promote positive images of the lottery in the broadcast media.



Bulletin’s brief is to help drive ticket sales by maintaining the image

of the National Lottery as fun and exciting, while highlighting the

funds raised for good causes.



‘One of our first jobs will be to provide good creative stock pictures

which (broadcasters) can use,’ said Anthony Hayward, managing director

of Bulletin Sara Linney, Camelot’s soon-to-depart PR manager said that

the lottery newsroom and its regional agency Harrison Cowley will

continue to deal with national media requests for interviews and handle

the publicity surrounding winners.



However, she said the organisation needed a dedicated external unit to

stem the flow of broadcaster’s requests for pictures and stories and

cast an ‘extra eye’ over what it is already doing.



Linney said the National Lottery is striving to stay ‘in the public eye’

following its high-profile launch last year.



‘The lottery is still newsworthy but as time progresses we need to work

harder to stay at the same level,’ said Linney.



‘The key message is that the lottery is entertainment for all. Ninety-

four per cent of the population has played the game,’ she added.



It has also emerged that Camelot is considering launching a corporate

campaign to promote the Camelot brand.



Head of public affairs Louise White said the company had ‘a rough ride

from a PR point of view’ from critics of the lottery since its launch

but it was now the right time to ‘tell the enormous Camelot story’.



‘We spent last year promoting and pushing the National Lottery brand and

the issues related to it,’said White. ‘Now that has cooled down we will

be cranking up the corporate programme.’



White said Camlelot may expand the brief of its corporate PR agency

Brunswick to handle the campaign.



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