Camelot campaign

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A new taskforce, convened by the Lottery operator Camelot, and involving the Lottery distributors and newsagents, has just begun work on how to improve the public profile of Lottery funding in a more strategic way. There is thought to be general agreement that one of the most effective approaches would be to display regularly updated and specifically local information about Lottery projects at the point where people buy their Lottery tickets. The enormous technological and logistical challenge is how this can be done in a cost-effective and stimulating manner.

One possible solution may lie in new promotional mechanisms which Camelot is piloting right now ahead of its big marketing push for the launch of the new licence period next spring. Among the innovations it is trying out are large electronic multi-screen displays at major retail outlets such as supermarkets. If these prove successful, the aim is to carry information not just about Camelot and the various Lottery games, but also on local Lottery-funded projects.