It could be you: Launching the world's leading lottery

Mike Solloway

Launch campaign for the National Lottery, 1994-6. Marketing background described in full.
Agency: Saatchi & SaatchiAuthor: Mike Solloway

It could be you: Launching the world's leading lottery

INTRODUCTION

In the space of 18 months from launch, the UK has the world's leading lottery, a new national institution, and Camelot has created the UK's biggest consumer brand.

As Joe Joseph wrote in The Times:

The Lottery has so transformed our lives that it will almost certainly be the one thing John Major's Government will be remembered for.

The fact that the National Lottery was launched on such a scale and...

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