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...