Crown is delighted to announce that we won Silver in the Best Internal Communications category at the Transform Awards 2014 for our LU150 campaign for Transport for London (TfL).
Organised by Communicate Magazine, the awards ceremony was held on Tuesday April 1 at the Brewery, London and judged by a panel of industry experts.
Giles Cattle, Head of Planning and Experience at Crown said: “We are really pleased to be recognised for our involvement in London Underground’s recent 150th anniversary celebrations. We worked closely with TfL to help them engage internal and external audiences alike with a multimedia campaign that celebrated the past, applauded the present and looked to the future.”
There were two core objectives in the conception of our year-long LU150 internal communication campaign, designed to celebrate London Underground’s 150th anniversary amongst their 18,000 staff. They were: to explore and showcase the role of London Underground in London’s development over the last 150 years and through engaging with its staff, make them more focused on continuing to provide a world class customer experience. Reaching such a wide audience required a breadth of campaign touch points: a signature launch event, a print campaign, road shows and a cross-channel multimedia campaign.
The campaign had to include a rich diversity of stories and messages, but have an overarching message: to ensure that the staff were motivated and engaged by the historical milestone represented by LU150 and had the momentum to take the development of London Underground forward.
The iconic LU150 installation toured eight major underground stations providing an Opportunity to See (OTS) to over 10 million people. This has been London Underground’s most successful Facebook campaign of all time, with over 165,000 likes, and the campaign collateral has been shared tens of thousands of times by customers and fans globally. It gained industry recognition in the Best Motivation and Inspiration category at the IVCA LiveCom Awards 2013.