In-store Lottery win for Landor

Landor Associates has been appointed to redesign Camelot’s in-store environment, as the operator looks to revive interest in the National Lottery.

The work is part of Camelot’s overall review of the National Lottery brand which includes a redesign of the crossed fingers logo (DW 29 March).

Work will launch in time “for the next licence period”, says a Camelot spokeswoman. Camelot was awarded another seven-year licence in December, which starts on 27 January 2002.

“After a two-month selection process Landor Associates has been selected as Camelot’s preferred design consultancy, subject to further contract discussions. It will be responsible for the redesign of the physical in-store environment for Camelot’s lottery retailers,” the spokeswoman confirms.

“It is a re-evaluation of the whole in-store environment. The in-store presentation of the National Lottery has been an important ingredient in the success of retail in the first licence. The challenge now is to take the National Lottery forward and to set up the in-store landscape for the next five or six years,” the spokeswoman adds.

The spokeswoman says that work on the redesign of the Camelot and the National Lottery logo is progressing but declines further comment. There are no plans to refresh the lottery subbrands including Thunderball and Lottery Extra, she says.

Landor Associates won the work via a strategic pitch.

The existing in-store environment was designed by Cadbury and Saatchi & Saatchi, she says.

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