The National Lottery: The Two Billion Pound Turnaround

The national lottery, a lottery gaming brand, embarked on a revitalisation strategy to increase brand positivity in the UK.

Executive summary

You may not know it, but you've probably benefited from The National Lottery. Perhaps you experienced the anticipation that 'It could be you', won a cash prize or enjoyed weekend leisure time in a place that's received Good Causes funding. For others, National Lottery funding is a vital source of support when life doesn't go to plan. The National Lottery is no ordinary brand.

This paper is about that brand becoming stuck - and the revitalisation marketing strategy that set it on its way again.

In 2017, the brand was in bad shape. Sales had plummeted by £600m...

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