Camelot selects Revolver Comms for consumer PR

National Lottery operator Camelot has handed Revolver

Communications its national consumer PR brief after viewing pitches from

three agencies.

It is understood Camelot favoured a smaller agency for the


This is the first time the company has taken on a nationwide consumer

shop since parting company with MacLaurin in June 2000.

The appointment is seen by industry insiders as an attempt to improve

coverage of jackpot wins, having seen favourable coverage of payouts

become dwarfed by adverse comment on payments to the firm's directors.

The most recent controversy focused on board members receiving £3.7m in pay rises despite sales falling 2.1 per cent in the past


Revolver joint MDs Martin Ballantine and Simon Hesketh lead the account,

reporting to Jacquie Wilson, head of consumer PR at Watford-based


The agency will focus on strategic planning of campaigns looking to

promote the group's full range of games, including The National Lottery

itself, as well as the Thunderball and Lottery Extra draws, and the

array of Instant scratchcards.

The six-strong Revolver team will work alongside Camelot's in-house PR

team as well as its retained regional agency Harrison Cowley.

The operator continues to work with HC, which handles regional

promotional activity through offices nationwide, and has supported

Camelot since the inception of the National Lottery in 1994.

Camelot was awarded a renewed licence to operate the lottery after

successfully taking the Lottery Commission to the High Court to review

its decision to exclude Camelot from the bidding process in favour of

Sir Richard Branson's People's Lottery.

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