Magazine article Marketing

Branson vs Camelot in Lottery Battle

Magazine article Marketing

Branson vs Camelot in Lottery Battle

Article excerpt

The battle for the next National Lottery licence has emerged as a two-way fight, between heavyweight holder Camelot and challenger the People's Lottery, with both parties claiming superior marketing firepower.

The two consortia submitted bids on Tuesday, alongside a third unknown, Charity Consortium, which the National Lottery Commission said it had never heard of.

It put forward an incomplete submission, which failed to list all consortium partners.

Camelot, heavily criticised for not spending enough on marketing during its existing Lottery licence, said that it will double its ad budget.

Camelot spent [pounds]29.6m last year on marketing, but in other years has spent closer to [pounds]15m. Chief executive-elect Dianne Thompson has said that Camelot would halve the profit it took from the lottery to 0.5p in every pound.

The People's Lottery replied that it would revamp the main lottery draw to use 53 balls instead of 49, spend more than Camelot on marketing and boost sales of instants. …

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