Business 2000: Lottery keeps eye on the prize

A cutting-edge marketing strategy has allowed the company to raise its game when it comes to brand awareness, writes Siobhán Brett.

24th March, 2012
Business 2000: Lottery keeps eye on the prize
Dermot Griffin, National Lottery chief executive: 'We generate over €225 million a year for good causes.' Photo: Tony O'Shea

A constantly evolving marketing strategy has enabled the National Lottery to remain as relevant to the customer in this, its 25th year in business, as when it began in 1987, according to chief executive, Dermot Griffin.

Griffin said the National Lottery brand had managed to stay exciting, engaging and popular by maintaining a focus on contributions to good causes, community development - and of course on the prizes and jackpots themselves.

He said that operating almost...

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