Camelot is launching a £12m multimedia campaign next month featuring a latter day version of Lady Luck.
The campaign, which will focus on how people can improve their luck by having a more positive outlook, will be fronted by actress Fay Ripley and Graham Norton.
The move is part of a series of initiatives designed to boost National Lottery sales, which were up 5.7% year-on-year in the three months to June.
New games have recently been launched on the internet and Sky Active, while Camelot is also working on plans to enable consumers to buy lottery tickets via their mobiles or supermarket checkouts.