Red kites campaign wins UK Bus Awards

Nov 20 2008 by Tony Henderson, The Journal

THE North East’s re-introduced red kites have helped land a national award for a regional company.

Gateshead-based Go North East won the marketing category at the UK Bus Awards in London for its red kite-liveried service which runs through the Derwent Valley where the kites have been released.

Judges said: “We liked the idea of winning new customers by bringing conservation and the environment into a service branding strategy.

“The branded red kite buses have become part of the community pride that has been engendered by the return of the birds.”

The company’s 11 red kite buses run between Newcastle, Gateshead MetroCentre, the Derwent Valley Shotley Bridge and Consett.

Go North East sponsored a red kites children’s book written and illustrated by Jules Burnett, from Sunniside in Gateshead.

The book, which was sent to 95 schools, features the bus service and cartoon versions of staff at the Northern Kites project.

The company has also worked with local schools on kites projects and has briefed drivers on the kite buses so that they can pass on information about the birds to visitors.

Go North East also won a conservation award from Northumberland Wildlife Trust earlier this year for its kites buses

Keith Bowey, Northern Kites Project director, said: “Go North East’s innovative approach has thrown down the challenge to other businesses in the region.

“The company has not just looked at the profit bottom line but also at community and environmental aspects, and this is the way for the future.”

The red kites buses are one of several services branded to reflect local historic and cultural links, and which include The Angel, Lambton Worm and Centurion services.

The company was shortlisted from a record entry of over 190 entries for the UK Bus Awards.