National Lottery seeks ‘local appeal’ for 25th anniversary

Celebrating its 25th anniversary in 2019, the UK National Lottery plans to launch a nation-wide campaign highlighting the funds it has raised for vital community initiatives and good causes at a ‘local level’.

Camelot, operator of the National Lottery has tasked its new creative marketing agency Adam&Eve London with delivering the campaign’s leading message and concept, which will showcase the Lottery’s numerous achievements in successfully developing community projects.

Speaking to PRWeek, Jonathan Tuchner Director of National Lottery Promotions, stated that the organization’s success stories were little known beyond its major projects such as funding the 2012 London Olympics, Team GB, and the UK Arts Council.  

“The 25th anniversary is a moment in time for a step change to make people more aware of the positive contribution and the extraordinary things the National Lottery does across the country,” Tuchner commented on

Disclosing further information, Tuchner who is a  key stakeholder in the campaign’s development, details that the National Lottery aims to tell ’emotive local level stories’, whilst presenting killer facts on fundraising and benefits the organisation has delivered.

Seeking to revamp its UK marketing strategy, last March Camelot management confirmed the appointment of DDB Worldwide subsidiary Adam&Eve London as its new creative marketing agency replacing 14-year incumbent Abbott Mead Vickers (BBDO).

This September, Adam&Eve launched its first nationwide campaign ‘The Fisherman’ revamping the National Lottery’s, messaging launching the new strapline ‘Amazing Starts Here’.

‘The Fisherman’  would receive mixed reviews within media circles, being branded as ‘Turkey of the Week’ by CampaignLive, for its blinkered depiction of the working class.