Loco Toledo takes the honours for Southern

Southern’s own Mexican wrestler Loco Toledo took a top title at last week’s National Transport Awards.

The colourful character who spearheads Southern’s marketing and brand recognition programme beat off all comers to take the Travel Information and Marketing Title at the awards in Manchester on 15 July.

To mark the start of its new franchise last September, Southern launched a new website and developed Loco, a flamboyant wrestler determined to make people appreciate their train service.

The percentage of customers buying online doubled as a result of the campaign and sales of online season tickets increased by 147%. Of those buying online tickets, 31% were brand new customers and 5% were customers that hadn’t used Southern for over a year

The award was collected on Loco’s behalf by Alex Foulds, Development Director at Southern and former Head of Marketing Gillian Singh. Alex said: “We are delighted to accept this award on Loco’s behalf, people really seem to have taken him to their hearts and more and more people are now enjoying the great value fares offered on our website.”

Also honoured at the awards was Southern’s Metro East Area Manager, Barry Jones. Barry was a finalist in the Frontline Employee of the year category and was commended for his tireless efforts in working with local authorities and stakeholders at his stations and for introducing meaningful and lasting improvements at his stations for his passengers. Barry is responsible for Southern stations in and around the London Borough of Lambeth.

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