In a bid to reverse declining sales, Camelot, operator of Britain’s National Lottery, is planning a £72 million ($103m; €118m) relaunch of the twice-weekly prize draw – part of which, say reports, involves rebranding as Lotto.

The company refused to confirm speculation about the nomenclature, revealing nothing about its plans except that it will target 18-to-24-year-olds by making the lottery more exciting. Camelot has hitherto been reluctant to focus on this age group, in order to avoid accusations it is encouraging under-16s to gamble.

The relaunch will take place in May and be supported by a national TV and press ad push. Camelot’s agencies are WCRS (creative) and Media Planning Group.

The Lotto brand would correspond with lotteries run elsewhere in the world, such as in the US and Ireland.

Data sourced from:; BrandRepublic (UK); additional content by WARC staff