Flying the flag for the UK’s National Lottery operator

Flying the flag for the UK’s National Lottery operator

Camelot is the operator of the UK’s National Lottery, a major consumer brand that engages 70% of the population who play its games, with annual sales of over £7.2 billion.

Pagefield has worked with Camelot since 2010, to promote the Camelot brand with media and stakeholders and manage specific campaigns on the particular challenges facing the organisation. For example, between 2010 and 2012, we worked with Camelot’s in-house team to deliver a comprehensive, integrated campaign which helped secure an extension to Camelot’s operating licence that will deliver around £1.7 billion in additional lottery funding to society.

Working closely with Camelot to develop its corporate position and raise the profile of its leadership has been a significant and ongoing component of the communications programme. For the former CEO, Dianne Thompson, we helped to develop and deliver a full influencer programme, designed to build relationships and profile with priority stakeholders and senior editorial decision makers. This included securing and managing a high-level reception at 10 Downing Street to celebrate the 20th anniversary of The National Lottery.

Finally and more recently, we played an important part in helping Camelot to manage its leadership transition at the end of 2014, when Dianne Thompson retired and handed over to new CEO Andy Duncan.