CT Plus scoops Jersey marketing prize for livery vote
CT Plus Jersey was honoured at a glittering awards ceremony in St Helier, Jersey on Friday 15 November, winning the award for Best Brand Campaign at the Jersey Chartered Institute of Marketing Awards. The award recognised the innovative marketing used to develop and promote the LibertyBus livery and brand last year.
“In the run-up to taking over Jersey’s buses, we needed a livery that restored Jersey’s sense of ownership of their bus service” explained Kevin Hart, LibertyBus General Manager, “But you can’t build that ownership by imposing a brand in the normal, top-down way. A revolutionary approach to brand development was needed: Islanders directed the process democratically, voting for their livery, brand and smartcard name.”
Over 1500 Islanders participated in the livery vote alone, making a brand directly from what the community decided: LibertyBus.
Welcoming the award, Dai Powell, HCT Group Chief Executive said “It’s always welcome when the creativity and talent in the bus industry is recognised across the business community. The development of the LibertyBus brand combined the best in marketing with the kind of community engagement at the heart of our social enterprise ethos.”