Back to its roots for the National Lottery

Posted by Kerri Leach on 17 May 2013 | 0 Comments

The National Lottery is set to increase the amount of marketing activity that details the good causes it funds, after admitting it needs to do more to improve understanding of how it uses some of the money earned from game sales.

The National lottery brand was initially all about funding good causes but of late it seems to have lost its roots as it has been heavily promoting the many games that it provides.

We agree, as although we would all love to win the lottery, knowing at least that some of the money we throw away each week is going to a good cause, will at least make some of us feel a little bit better.

Managing director of Camelot and former BBC marketing director Andy Duncan says “[The good causes are] very motivating and are a good opportunity for us going forward. It [funding of good causes] is at the heart of what the National Lottery brand is all about.”

He adds: “We can do a far better job of telling that story and communicating that side [investment in good causes] of the National Lottery. In many ways, the National Lottery is about changing lives with all that money going to good causes……Our results show we have done a good job but my belief is that we can raise our game and do an even better job.”

Good work National Lottery! It is important to never forget where you came from and why you originally started out.


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