National Lottery: It could be you It could be you. Launching the world's leading lottery

National Lottery launch campaign using most media, evidence showed instant and maintained success. Although compared to other lotteries the advertising to sales ratio was quite low, the campaign did succeed in establishing 'brand relationship', paper explains how. Millward Brown research shows awareness and differences in image between players and non-players. Paper puts the argument that the campaign made National Lottery the worlds leading lottery brand