UK National Lottery relaunches as “Lotto”
By Paul
In a bid to boost flagging sales, UK National lottery operator Camelot has announced a £72 million ($100 million) relaunch, with a new slogan “Don’t live a little, Live a Lotto”. The new motto is part of a relaunch that includes an advertising campaign fronted by comedian Billy Connolly, new games, new playing areas and a new name for the National Lottery main draw – Lotto.

Interviewed on Channel 5 TV news today, Camelot Chief executive Dianne Thompson dropped a vague hint that the Internet could play a part in the long term, saying that there were other broadcast channels that could be explored, but that they would require changes to UK legislation. In light of the UK’s recent relaxation of its gambling laws, this does not seem beyond the bounds of possibility.

Ms. Thompson said that the existing Lottery was becoming “a bit boring,” and that the changes would bring “energy and excitement” back to the Lottery. 'The lottery is nearly eight years old and has started to look tired. We needed to give it a bit more life and reinvigoration. 'It has got a bit boring and that is why we are doing the relaunch. This will bring energy and excitement back into the National Lottery. I am quietly confident it will be a very good year for us,' she said.

The name National Lottery will be retained and will become the parent brand for the whole operation. Ms Thompson said the new name was aimed at reflecting the attitude of Lotto players - 'upbeat, optimistic and a person with a have-a-go perspective on life.' Thompson dismissed reports that the new logo had cost millions of pounds – contrary to some reports of $2.79 million (£2 million), the new logo had cost a mere $41,372 (£29,700).

Since the first National Lottery draw in 1994, 1,329 people have become millionaires. More than 10,000 people have won $139,300 (£100,000) or more, while over $15 billion (£11 billion) has been given to good causes.

But sales have fallen in the past three years, prompting the relaunch.

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