Transport for Canberra’s long-awaited MyWay ticketing system was launched today, but you could be forgiven for not noticing.
When the Nightrider service ended on the last weekend of February, one of the main criticisms was its lack of promotion. So the lack of promotion thus far of MyWay seems like déjà-vu all over again.
There have been many press releases and media interviews regarding the new system as well as articles in the RiotACT and ACTBus.net, but where is the advertising? The most obvious place to advertise a new bus ticketing system is on the buses themselves. But apart from a few brochures in the buses, actual advertising is nowhere to be seen.
The Redex bus service which commenced in November 2009 is a perfect example of how to advertise – nearly every bus in the ACTION fleet had an internal advertisement for Redex and many also had external ads. There were also radio ads to further promote the service.
Online promotion of MyWay also leaves a lot to be desired. A google search for “MyWay” did not return the official website on the first page – the only mention on the first page was an ABC News article. “MyWay Canberra” and “MyWay ACTION” performed better, although for both the official webpage was ranked number 4.
There has also been next to no social network promotion. On Twitter the only official mentions have come through @TAMSmediaroom with unofficial promotion from @ACTBus and @ACTION_Buses; while on Facebook, MyWay has no official presence: there is only an unofficial MyWay page and promotion from the ACTBus page.
So what more needs to be done to promote MyWay? Here are a few thoughts:
- every bus to have an internal advertisement about the system (this may be in the works already)
- external advertising on up to 25% of the bus fleet
- AdShel bus shelter ads – especially at major bus stops
- register an easier to remember URL such as www.myway.act.gov.au (URLs such as myway.info, myway.com, myway.com.au are already taken)
- paid Google advertising for MyWay searches
- internet search optimisation for MyWay website
- internet advertising in Canberra media sites such as The Canberra Times and the RiotACT
(Disclaimer: the author is responsible for twitter account @ACTION_Buses, and has written/edited some of the MyWay content on ACTBus.net)
UPDATE: This in from Transport For Canberra:
Note that prior to the publication of this article, the ACT Government had already organised
advertising through RiotACT to run until April. This advertising is part of a comprehensive communication campaign which includes radio and print advertising, various flyers that have been on buses for several weeks, messages on TV screens in buses, staff visiting bus stations for the last two weeks, displays at places like the Royal Canberra Show and outside the Canberra Centre, a dedicated website, posters at recharge agents. Posters, including tag off reminders, are also being installed on buses throughout the transition period to MyWay.The next MyWay roadshow visit is City Walk outside the Canberra Centre on Thursday 10 March 2011 from 10 am to 1.30 pm.
For more information check the website at www.transport.act.gov.au or call 13 17 10.
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