Not sorta improved, quite extremely improved! I commented a few posts back on SORTA’s abuse of the concept of branding to advertise the m+. Well, either someone was listening, or I had absolutely nothing to do with it and they just got better on their own. Found pinned up in the hallways of UC’s Braunstein hall, just steps away from my little desk, I offer you Exhibit A:
I don’t care how this looks. I don’t care about the brand colors or the consistent use of fonts. What’s great about this ad is that it tells us something. It even does it succinctly!
QUESTION: Want to go to a ballgame?
ANSWER: Here is exactly how you can go from where you are(UC) to the ballpark.
QUESTION: How about a movie?
ANSWER: Here is exactly how you can go from UC to either of two movie theatres. Take your pick!
Yes! I do want to go see some movies! And I could take either of those buses to a movie theatre right now if I wanted to. I actually did not know that before I saw this ad1. This ad has offered me new information about my possibilities. My plans could actually change as a result of this.
Like I said, I don’t care about the graphics. What makes these ads unusually great for SORTA is that they tell you how you can use transit and why you might actually want to. But while we’re here, let’s talk about the graphics. They’re good. They’re eye-catching and dynamic. They’re succinct and to the point. They’re even clearly observing the rule of thirds! Whoever designed these, SORTA, please give them this person’s job.
Seriously, I hope this the result of a new hire or something, because I would like to see more of this kind of work coming out of the transit agencies.
I posit that the person who made and/or approved this advertisement does not themselves use transit much nor do they understand at all therefor how it works or why people would want to use it. This ad probably makes sense to someone who has a degree in marketing, and who sees it as their job to ‘promote Metro’s brand’ or some equally bland, abstract thing. This kind of person would probably be a great fit at P&G where they could work to systematically put smiling, pretty people(potentially also wearing bowties) next to bottles of shampoo or sticks of deoderant. Such products rely on brands because they’re all essentially the same and the differentiation that makes them stand out from the competition must be almost entirely fabricated.
Transit however is substantially, even enormously different in kind from it’s potential competition. Brands simply do not work in such a market in the same way. When products are tremendously different, like a personal car vs. a fixed-route bus, a brand or celebrity endorsement will not be the deciding factor. The facts of either option will be. Which gets you there faster? Which is cheaper? Which is better? This kind of ad tells us absolutely nothing that will help us make a decision about how to get around.
For a transit agency this kind of marketing is just nonsense.
And SORTA just keeps churning it out.