Camelot has new scratch card strategy

LONDON, UK – Camelot, the UK National Lottery operator has announced its latest strategy for re-branding its scratch card games.

Camelot say that they aim to push the “playfulness” of their instant games with the new tag line “Put Some Play In Your Day”.

Marketing Director for the lottery operator, Richard Bateson said, “future campaigns will aim to communicate that scratchcards are spontaneous, playful and sparky.”

Camelot’s first new campaign will be launched simultaneously on television, in the press and at points of sale. The campaign will start this Sunday 14th March and will promote the “£100,000 Game”.

The UK National Lottery operator will also launch a campaign for its Deal or No Deal scratch card game. It will use the new positioning in May and is preparing activity for new and different games under the ‘Put Some Play In Your Day’ theme to run throughout 2010 and 2011.

The new television advert out on Sunday will feature a managing director livening up a boring meeting by playing and dancing to hip-hop music.

Published: March 10, 2010

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