Camelot credits investment in brand after spike in sales

Its ‘Moment that Matter’ marketing platform has been credited after the lottery reported its second highest annual sales total ever, capping off a turnaround that has seen the firm invest heavily in brand.

The National Lottery operator Camelot has trumpeted its ‘Moment that Matter’ marketing platform in helping drive its second highest annual sales total ever.

Value sales hit £8.19bn in the 12 months to 31 March, up £99.6m on the previous financial year. Its contribution to good causes from ticket sales was £1.8bn up £6.2m on the previous financial year.

Camelot has invested heavily in marcomms activity that taps into moments of national significance in a bid to drive “relevance, positivity and participation”, in an attempt to put the brand at the centre of public life.

How a focus on long-term brand building saved The National LotteryPromotional activity in the past financial year included the ‘Big Jubilee Street Party’, which centred on a free concert in Manchester for 10,000 lottery players to mark the Queen’s Platinum Jubilee, and the ‘Big Night of Musicals’ in Manchester, a celebration of musical theatre for 12,000 players. Plus its Festive effort, which highlighted The National Lottery’s role in uniting and bringing people together.

It is the latest notable annual return for a brand that has been revitalised after a fallow period in the late 2010s when sales were in decline. It invested heavily in brand from 2017, pulling back on activation to emphasise its purpose and role.

National Lottery claims brand ‘in best-ever shape’ amid record resultsReinvestment in brand has remained high after the marketing team was able to demonstrate to stakeholders the money spent was delivering meaningful outcomes. Rachel Moss, Camelot’s head of marketing strategy and media, recently told Marketing Week that its marcomms were “18 times more effective” than before the shift.

Camelot won the award for Long-Term Brand Building Excellence at the Marketing Week Masters Awards in 2021.

However, the operator has just 12 months left of its license to run The National Lottery, after multinational lottery operator Allwyn Entertainment won the rights to run the service from next year.