The National Lottery: Rebuilding belief in the Irish National Lottery

The Irish National Lottery needed to grow revenue after several flat years, so blended short-term sales messaging with long-term brand building to drive positive beliefs and attract players.

Campaign details

Brand: The National LotteryBrand owner: Premier Lotteries IrelandEntrant company: Core, DublinMarket: IrelandSector: Lotteries, casinos, gamblingMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio & audio, Social media, TelevisionBudget: 10 - 20 million

Executive summary

The National Lottery rebuilt its brand reputation by focusing on two key attributes: reducing perceptions of greed and increasing 'win belief'. Doing so led to sustained commercial triumph, increasing revenue by 6% and play by 11% after several flat years.

The marketing...

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