Horne was made redundant by SMG-owned Virgin Radio last month (PRWeek, 17 March).
Reporting to Camelot head of press and publicity Kathryn Williamson, Horne will seek to capitalise on the success of past winners. He will contact media with case studies, such as those used in recent ITV documentary I've Won The Lottery.
Horne's remit also includes ensuring stories of unclaimed prizes are told in national and regional press. He is charged with maximising publicity around Lottery rollover weeks, and will arrange celebrity photocalls for tabloid press.
Game launches, and newly themed scratchcards – such as last year's Lord of The Rings and Olympic 'Go For Gold' tie-ins – will also be exploited.
He takes on some of the responsibilities of Dan Humphries, who left to join markettiers4dc as an account handler last year.
Before joining Virgin Radio, Horne was a senior account manager at Countrywide Porter Novelli and a Body Shop press officer.
This week Channel 4 aired documentary Michael Carroll: King of Chavs, about the self-confessed 'Lotto Lout' who won £9.7m in November 2002.