The National Lottery, Camelot UK Lotteries - £100bn+

HhM provided the overall writing strategy for Camelot’s highest-scoring bid to operate the National Lottery, including workshops, editorial advice and workstream management.

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During 2019-2022, The Ontario Teachers Pension Plan (OTPP) undertook a strategic procurement to operate the UK National Lottery for ten years post-2023.


The National Lottery is the largest public sector procurement in Europe, worth approximately £08bn over a ten-year period. The project involved the complex coordination of a complex PPP deal between a pension fund and its international partners in a complex and high-value government procurement for the operation of a long-term public asset.

HhM provided a full spectrum of bid services spanning:


  • Editorial, graphic design and storytelling development
  • Bid management, strategy, and budget/resource management (£40m+).


Camelot was awarded the highest quality score for the bid. However, its winning competitor, who did not score as high on the quality submission, outbid Camelot by c.£10bn in financial projections. The award is currently subject to a UK high court challenge due to be heard in 2023.


Lessons learned included the successful coordination, management and leadership of a complex bid team (OTPP, Camelot and over 100 suppliers) consisting of 400 individuals across 12 workstreams and multiple time zones.

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