Some thoughts I can offer:
LBS likes seasoned applicants. If you have less than 4-5 years of work experience, they are likely to recommend you apply to their MIM program. Would say LBS is almost similar to an executive program in that work experience is their primary concern, in the words of David Simpson, “show me the level you are working at.” Speak to budgets, direct reports, role in the organization in your CV and recommendations.
Also, they like to see a good fit. They want to know that what they offer is what you are seeking – specifically. I imagine this is for yield purposes (they probably lose out quite a bit to INSEAD and top US schools)
So make sure to speak on how LBS is special to you. Not just in terms of fun and interesting, but how it matches up with your career trajectory, future goals and legacy.
1) Articulate why you need a United Nations style MBA program – how that ties up with your goals. 2) Also good to show how appreciate the flexibility of the program term, how that is going to help you.
Both of these things are unique to LBS (aside from #1 for INSEAD) and if they know you value what makes them unique, they feel they are more likely to “get” you. This increases your chances of an admit.