The Office of the Lottery said Camelot was chosen from eight bidders because it had the best all-around application and lower forecasts of operating costs. Camelot estimates total revenue from the lottery will be $4 billion to $6 billion for the first year.
Saatchi will break an across-the-board media campaign about a month before Camelot starts to sell tickets in November, said Mike Parker, the agency's deputy managing director.
The estimated $60 million win is believed to be the U.K.'s biggest account for a single product.
Saatchi has been working with Camelot for a year, helping the five-company consortium prepare the bid submitted in February. A different ad agency worked with each of the eight bidders, helping prepare general advertising and marketing plans. In the bid, Camelot had to present details about its advertising and marketing plans, including the marketing mix, ratio of advertising to sales and breakdown of ad spending by medium.
Camelot plans to sell tickets for $1.50 and give away between $6 million and $7.5 million in prize money per week, most of it shared between two big winners.
The five members of the Camelot Group are Cadbury Schweppes, with a 22.5% stake; GTech Corp., a West Greenwich, R.I., group involved in lotteries around the world (22.5%); De La Rue, a currency printer (22.5%); Racal Electronics, based in Bracknell, England (22.5%); and ICL, an information technology company and subsidiary of Japan's Fujitsu (10%).