Camelot’s ‘Brand Revitalisation’ entry – which was submitted in partnership with ad agency Adam&Eve DDB and media buyer iProspect (formerly Vizeum) – catalogued the work that the operator has done in recent years to revitalise The National Lottery brand by better connecting play with purpose. It also set out how Camelot has streamlined the portfolio of National Lottery products to make it more compelling and how it has maximised media effectiveness. All of this has resulted in National Lottery brand positivity reaching historically high levels – with YouGov naming The National Lottery the UK’s second most improved brand in 2020 – and has helped Camelot achieve four consecutive years of National Lottery sales growth.

This ‘Brand Revitalisation’ entry then went on to scoop two Judges’ Choice Awards: the Finance Directors’ Prize – which is judged by a panel of finance directors who choose the entry they think best demonstrates effective use of marketing expenditure – and the coveted 2021 Awards ‘Grand Prix’, with the 2021 Awards Judges commenting that “connecting the brand to Playing with Purpose was not only a great differentiator but also linked back to the initial launch of The National Lottery.”

“Over the last few years, we’ve put an enormous amount of time and effort into improving The National Lottery’s brand presence and relevance – and these three prestigious honours from the Marketing Society are confirmation that all of our hard work has paid off, with the Grand Prix in particular being something all marketers aspire to.”
“A huge thanks to my team – and the wider team at Adam&Eve DDB and iProspect – for everything they’ve put into making this a success, and there’s still much more to come. And an enormous thanks to National Lottery players who raise a phenomenal £36 million every week for Good Causes. It’s critical to The National Lottery’s ongoing success that they understand the role that they play – so we’ll continue to keep reminding them of that at every possible opportunity.”

– Keith Moor, Chief Marketing Officer, Camelot

The Marketing Society Awards – which are judged by elite marketers who all work at the leading edge of marketing – set the standard for marketing excellence and have been widely recognised as the leading marketing awards since they launched in 1985.

About Camelot
  • Camelot UK Lotteries Limited is the licensed operator of The National Lottery® and is committed to raising money for National Lottery Good Causes designated by Parliament. Camelot is not responsible for distributing or awarding these funds.
  • The National Lottery generates, on average, £36 million each week for National Lottery-funded projects. In total, over £43 billion has now been raised and more than 635,000 individual grants have been made across the UK – the equivalent of around 225 lottery grants in every UK postcode district.
  • The National Lottery has so far awarded over £80 billion in prizes and created more than 6,100 millionaires or multi-millionaires since its launch in 1994.
  • The UK National Lottery is ranked just 60th in the world in terms of per capita spend, despite being the fifth largest lottery in the world by sales – underlining Camelot’s strategy to encourage lots of people to play but to only spend relatively small amounts (Source: La Fleur’s 2021 World Lottery Almanac).
  • Camelot runs one of the most cost-efficient major lotteries in Europe, with around 4% of total sales revenue spent on operating costs.
  • For further information on Camelot, The National Lottery and its games, please visit: and
  • Players of all National Lottery games must be aged 18 or over.

For further information, please contact:
Camelot Press Office: 020 7632 5711