To launch a new lottery that celebrates 100 years of Latvia, the strategy was to really find some values to support, instead of just writing patriotic slogans on scratch cards. So Latvijas Loto really got into Latvian paintings, established a grant and started to advertise Latvian art on lottery tickets. The result – instead of a one-off release, the Centennial Lottery became the most successful scratch lottery and continues to do new releases.