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Case Study: The National Lottery

THE BRIEF

Run has worked with The National Lottery to make their players feel part of the medal success enjoyed by the home nations at the 2018 Gold Coast Commonwealth Games, and by Team GB and Paralympic GB at the Olympic and Paralympic Games.

Both briefs required Run to clearly communicate the role of The National Lottery as a driving force behind these sporting achievements and how, by playing the Lottery, the public is playing a vital role in medal success.

THE RESULTS

  • Coverage was achieved in a range of national and regional broadcast and print/online media across the Commonwealth Games period, including 29 pieces of BBC channel coverage, 19 pieces of non-BBC coverage, and six appearances on BBC’s Gold Coast 2018 programming.
  • During the Olympic and Paralympic Games we partnered with a national media brand to create 24 double-page spreads featuring creative imagery which was duplicated online reaching an additional 2 million readers per article.
  • Breadth of coverage delivered positive messages about the role of The National Lottery players in medal success and the delivery of regional sporting/community investment (facilities, grassroots/community sport programmes) to a large and diverse audience.

HOW THIS WAS ACHIEVED

Key to our success was our expert sporting knowledge and extensive network of industry contacts, which enabled us to successfully identify and focus on the standout performers over the course of the event.

Working with a brilliant team we generated some inspiring features that helped communicate the Lottery’s association with a range of major sports.

The imagery was outstanding and provided an opportunity to make the most out of social, print, and online marketing potential.

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