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.