Lottery supports London 2012 with new draw

LONDON - Camelot has unveiled the visual identity of its first National Lottery draw-based game to support the London 2012 Olympics.

Called Dream Number, the game, which is subject to regulatory approval, is due for launch later this summer. 

Interbrand will handle the design of the playslips and in-store material, including digital screens which are being rolled out to retailers.

The branding features the Lottery's blue crossed-fingers logo, which Camelot claims is recognised by 95% of UK adults.

Camelot refreshed its lottery portfolio last October to give each game its own distinct identity while unifying them under the National Lottery umbrella brand.

Dream Number will offer seven prize tiers, ranging from £2 to £500,000. The launch is expected to be supported by a heavyweight ad campaign later this summer which will include TV. The activity will be handled by Camelot's ad agency, Abbott Mead Vickers BBDO, with planning through Media Planning Group. OMD UK will work on media buying.

The game will bolster Camelot's commitment to funding good causes; it expects that £750m from sales of Olympic-themed games will go toward London 2012.

Camelot has already introduced two scratchcards to help achieve this goal; Go For Gold was launched in July 2005, followed by a Win Gold game.

Sales of tickets for draw-based games rose 3% to £4.1bn for the year ending in May, according to Camelot.The company claims that about 70% of adults play the Lottery on a regular basis.

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