Network WM in URL Hell

Planning your journey online can be useful, save time and money if you do it right (and if then the busses actually turn up of course) so kudos to Network West Midlands for promoting that.

In a bold marketing move, they’ve got for a poster campaign all over the city to promote planning your journey online without mentioning where one might do that. Small posters and large billboards:

Plan Your Journey Here Poster


No web address, URL, app, QR code, nor mention of any of the three online journey planning services they promote at all. Brave egalitarian move, or oversight (all of the posters they’ve got that promoting offline things like bus-passes do have their web address on)?

Bold, brave. Er, Centro?

8 comments for “Network WM in URL Hell

  1. Dave Harte
    18 March 2011 at 1:54 pm

    Not sure it needs to point to a URL. The object is to reduce car journeys so the message seems broad – plan online, it’s a handy thing to do. Don’t care what service you use, just do it.

    I’m in the bold, brave camp on this one.

  2. 18 March 2011 at 2:00 pm

    maybe… I am wondering how far someone who’d never thought of the
    possibility before might go about that. If they’d never thought of it
    then leaving them cut adrift with the whole of “online” with no
    recommendations or pointers doesn’t seem to be the smartest move to

  3. Marketing
    18 March 2011 at 3:50 pm

    Centro would like to thank everyone for bringing this to our attention. The marketing team apologise for this omission which appears on 28 posters of more than 163 which have been put up around the region.

    The website address is and by logging on you will be able to plan your journey using our online interactive maps and timetables.

  4. 18 March 2011 at 4:01 pm

    Shame it’s not deliberate. It does seem to be a natural progression from the instruction to “search for [brand name]”. Especially given is such a terrible url to remember.

    Now if only they’d promote the excellent service instead of those ridiculously overpriced text shortcode things…

  5. 18 March 2011 at 4:14 pm

    That would be the 28 that promote the website as opposed to the rest that promote other stuff? from what I can see ;) Sod’s law innit.

    Thanks for taking it in good humour.

  6. 18 March 2011 at 11:51 pm

    Looking at the Google Analytics for websites I’m involved with, <20% of users get there directly – why bother to remember a web address for a major organisation when search engines are so efficient?

  7. 21 March 2011 at 11:36 am

    This is true, but I think the whole point that’s being made is that the poster is hardly going to be an effective memory aid. Googling “Plan Your Journey Here” will take you to the TFL or Network Rail sites and the logo barely has any impact – and with a name like yours, you’ll know impact is everything! ;)

  8. 21 March 2011 at 11:38 am

    Now *that* is the kind of AR service that could really have a long lasting impact! Thanks for pointing it out :)

Comments are closed.