Camelot: Performance against a backdrop of uncertainty

Camelot, operator of The National Lottery, launched a Lotto Jubilee Event in the UK to reinvigorate The National Lottery brand so that players understand its purpose, increasing returns to Good Causes as a result.

Executive Summary

Marketing plays a critical role in The National Lottery's performance. Camelot operates the The National Lottery brand under licence, and 2022/23 was the penultimate year of the licence, meaning capital investment was unlikely to deliver a return - whereas marketing investment remained effective. The Brand Team's job: to ensure marketing investment continued to be effective.... The team's concern: had we run out of hooks?

Our marketing effort isn't just about business impact. It enables The National Lottery brand todeliveritspurposeinmaximisingreturnstoGoodCausestothetuneofover£30ma week, which helps projects up and down the country to make a difference to society.

It was imperative to...

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