2019 was a coming of age year for The National Lottery. The self-styled “nation’s favourite game” turned 25, released a major new ad campaign and poached Santander CMO Keith Moor to head up its marketing department.
Parent company Camelot is in the middle of a three-year strategy, focused on dialling up the strength of The National Lottery brand and bringing its purpose to life by highlighting the good causes that benefit everything you play.
“Camelot has been really good at starting to become more brand-led, rather than ROI-led,” says Moor who, six months into the role, is relishing the challenge of exploring a new sector after 25 years in banking.
“It has a very clear purpose around ‘Making Extraordinary Happen for Everyone’ and that manifests in a creative platform around ‘Amazing Starts Here’ and how that has built around the consumer mindset. We want to take it to the next level.”