A TRANSPORT company's branding scheme has earned it a shortlisting in a national awards scheme.

Go North-East has introduced more than 40 distinctive liveries to its bus fleet serving the region, each adopting a different theme and colour scheme.

The vehicles' new look is based on regional icons and landmarks, including a red kite livery, focusing on the successful Northern Kites breeding programme in the Derwent Valley.

Another popular bus is the Angel, depicting the Angel of the North landmark statue, near the A1 (M), approaching Tyneside.

The brands, giving instant local recognition, form part of a £7m investment in new vehicles, aiming to enhance passengers' travelling experience and improve the Gateshead-based company's environmental performance.

It has helped to make Go North-East a finalist in the UK Bus Awards, in the bus marketing campaign of the year category.

Go North-East managing director Peter Huntley said customers have been at the forefront of the company's actions.

Customer communications have been improved, he said, with the introduction of "open line" sessions, giving travellers the opportunity to chat directly with senior managers live over the internet.

Access-for-all has also been at the forefront, with investment in low-floor buses - all buses in main services are to be of this style by next year.

The company believes the changes are responsible for an increase in passenger numbers on many services, while customer feedback has been virtually all positive.

Mr Huntley said: "The whole Go North-East team and our customers have contributed to our strategy, helping to deliver the largest, fastest and most intensive branding campaign of its kind in the industry.

"I'm very proud of the achievements to date and we are all very encouraged by our shortlisting."

The winners of the 12th UK Bus Awards will be announced at a presentation ceremony, in London, on November 7.