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Go-Ahead

Delivering integrated communications

And transforming their online presence

The Challenge

Since it was founded almost three decades ago, Go-Ahead has transformed from a small bus operator in north east England to one of the UK’s leading providers of passenger transport.

Go-Ahead wanted to build on its first Integrated Report, reflecting the way Go-Ahead operates as a forward-looking, ambitious organisation focused on delivering sustainable value through high quality service, and they wanted to transform their corporate website to reflect its leadership position. 

Black Sun has helped us change the way we communicate and delivered a suite of highly integrated communications

Holly Gillis, Head of IR, Go-Ahead

Our Approach

Our approach has been to look across the different communications, and get a deeper understanding of the diverse stakeholder audiences. We have blended this with our knowledge of best practice to deliver a best-in-class suite of communications.

For the Integrated Report we created the strapline ‘Stronger Together’, which aims to showcase Go-Ahead’s approach and the role it plays in the daily lives of its customers in action through case studies. 

For the website we defined the primary and secondary content needs of the stakeholders, and created an entirely new digital identity that brought the corporate story to life through enriched content and interactive features.

This, combined with a powerful content management system, 'Connect', empowers Go-Ahead to keep the site up-to-date throughout the year.

Our Solution

The Report clearly articulates the Group’s key priorities, and KPIs are explained against each of these four strategic priorities together with key risks, innovations and objectives. The result is easy access to information and a coherent narrative. 

The website has been redesigned to deliver a fresh, modern, responsive identity, drawing in the relevant content from the Annual Report, enhanced with other best practice content and features. 

The Outcome

Go-Ahead's corporate communications have been transformed, with an Integrated Report, Operating Company Sustainability Reports and a best-in-class corporate website. We have helped them deliver a:

  • Consistent brand identity
  • Coherent corporate narrative across channels
  • Clearly articulated investment case
  • Successful communication of a forward-looking, ambitious company