London Sovereign

The Request:
London Sovereign is a sister company of London United Busways and operates a fleet of over 100 buses on 12 routes throughout North West London.

Employing over 350 people of whom 250 are drivers and 50 are conductors London Sovereign operates from two garages, based in Edgware and Harrow.

The company like London United is now part of Transdev, an international transport group, who operate urban, tram and light railway networks worldwide. When London Sovereign was acquired by London United Busways the existing relationship Lansdowne had was extended into creating a new recruitment face for the NW london operator.

The Response:
With its bigger sister company a firmly established recruitment face in London's transport industry, London Sovereign needed a fresh identity that reflected the values and ambitions of its operators. Lansdowne worked closely with the HR team to identify the strengths and weaknesses in the knowledge of their local recruitment market and establish a better understanding of the challenge ahead and how to tackle it.

The communication of quality and standards was key to the development of a new Sovereign campaign and its core message, and strong visual impact was needed. Communicating in a format that would allow readers to identify and relate to the images and messages presented was key, and simple short headlines and copy supported strong images.

The campaign was an instant success attracting candidates from all ages and backgrounds, many living locally who had never previously considered London Sovereign a career option. The campaign also successfully supported the TfL initiative to attract more women into the transport industry.

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