The National Lottery: Runner

This case study describes how The National Lottery (TNL) in the UK used the opportunity of the London 2012 Olympic Games to improve awareness of its contribution to good causes.

The National Lottery: Runner

Agency: Abbott Mead Vickers BBDO LondonAdvertiser: CamelotBrand: The National LotteryCountry: United Kingdom

Objectives

The National Lottery (TNL) was set up in 1994 with the purpose of raising money for Good Causes around the United Kingdom. Since then it has raised over £31 billion, with more than 420,000 individual awards made across the UK. From small local grants to large capital projects, that's an average of 135 lottery awards for every postcode in the UK.

These amazing figures are driven by players purchasing tickets and for an extended period, 2002...

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