CPN hired to rebrand Lottery Charity Board

The National Lottery Charities Board has appointed Countrywide Porter Novelli as the PR arm of a consortium of disciplines to rebrand and relaunch the organisation later this year.

The National Lottery Charities Board has appointed Countrywide

Porter Novelli as the PR arm of a consortium of disciplines to rebrand

and relaunch the organisation later this year.



The consortium, consisting of CPN together with design consultancy CDT

and branding strategist Brandsmiths, was appointed after a two-way

pitch. Six consortia were originally invited to tender.



’We are looking at changing our corporate brand name to something less

bureaucratic and less likely to be confused with the lottery itself,’

confirmed the NLCB’s director of communications Paul Hensby.



Hensby said no fee had been set as an audit had yet to be carried out,

but he confirmed that the account would be worth in excess of six

figures.



The CPN part of the account will be handled by director Jonathan Hemus

who will report to Hensby.



According to Hensby, CPN’s role will be strategic to help maximise

publicity behind the changes. The in-house team of nine people across

press, events and PR, will concentrate on day-to-day execution of the

changes.



Before the rebranding begins, the NLCB will carry out research and focus

groups with its stakeholders and employees to canvass their

opinions.



If the results of the survey confirm what Hensby suspects then the NLCB

will be renamed and relaunched this autumn. The rebranding will coincide

with any relaunch of the lottery itself, following the announcement in

June of the next franchise holder.



The NLCB is an independent organisation set up by Parliament to

distribute money raised by the National Lottery to support charitable

organisations throughout the UK. It is one of six bodies which benefit

from the lottery and receives 4.7p from every pounds 1 spent on the

lottery.



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