The National Lottery: How doing 'one hundred things one per cent better' helped Camelot achieve record sales

Principal author: Simon Jenkins, MPG Media Contacts
Contributing authors: Michael Salter, Andrew Deykin and Ben Dudley, MPG Media Contacts

"It's not doing one thing 100 per cent better that makes the difference; it's doing one hundred things 1 per cent better". Dianne Thompson Camelot Group CEO.1

You'd be forgiven for thinking it's easy to make 'advertising work' for The National Lottery. Everybody wants to be a millionaire, after all, and UK operator Camelot, has had the sole licence to run the lottery in the UK since 1994. However, it's not as straightforward as you might think.

All lotteries generate huge excitement when they launch – but tend to go into steep decline as the initial excitement wears off. Over the last seven years, Camelot has developed and implemented 'a proven strategy for long-term, responsible growth', which has culminated in record sales of £5.8billion in 20112.