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Wednesday, 10 April, 2002, 14:28 GMT 15:28 UK
Camelot hopes for luck with logo
Lottery balls
The advertising campaign has cost 3m
Lottery operators Camelot is hoping to stem a gradual slump in sales with a major marketing scheme.

Phase one of the initiative includes a revamped logo and the beginning of a 3m advertising campaign.

The logo will be given a brighter look to make the expression on the famous crossed fingers a happier one.

The campaign will aim to remind the public just how much the Lottery provides for local and national charitable schemes.

New Lottery logo
Camelot could not say how much the new look cost

The advertising campaign and new-look logo are the first phase of a 72m overhaul of the lottery.

The second phase is believed to include a change of name for all games from National Lottery to the much shorter "Lotto".

The initiative comes as research suggests only one person in 10 can actually identify a local project or organisation helped by Lottery funding.

'The nation won'

A total of 11bn has so far been given to good causes in the seven years since the Lottery began, and as many as 97,000 projects have received grants.

Camelot is living up to a promise it made to boost its advertising when it won back its licence to operate the National Lottery.


The time is right to celebrate the impact of the lottery and to ensure the playing public know more

Diane Thompson

Part of the advertising campaign will be a TV commercial shown for three weeks, featuring the slogan "You played, the nation won" with six Lottery beneficiaries saying thank you.

These include Olympic rower Steve Redgrave, rugby fans at Cardiff's Millennium Stadium, visitors to the Angel of the North and children at an after-school club and the Glasgow Science Centre.

Dianne Thompson, chief executive of Camelot, said the campaign marks the start of a co-ordinated effort with its lottery partners to provide more information on lottery spending.

She added: "The time is right to celebrate the impact of the lottery and to ensure the playing public know more about where the money raised has been used."

Camelot were not able to say how much the new logo cost, although a previous facelift cost 50,000.

See also:

03 Oct 01 | UK
Grade takes Camelot top job
10 Jan 01 | Business
Branson drops lottery challenge
10 Jan 01 | UK
At a glance: Lottery saga
19 Dec 00 | UK Politics
Camelot wins Lottery licence
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