Over the last few months, Transport for London has been running a series of adverts, principally on tubes, buses, stations and shelters encouraging people to behave responsibly when using their services and encouraging people to visit their site www.togetherforlondon.org.
However, the website side of the campaign has been criticised for getting only derisory amounts of traffic with, for example, only 12 ideas posted up during December. Or as an Evening Standard story put it before Christmas:
An official website hailed as “Facebook for commuters” was branded a disaster by experts today.
Together for London was billed as a forum where travellers could work together to improve the capital’s transport system. Yet two months after a high-profile launch by Transport for London, the site is a virtual ghost town.
So what went wrong? And what are the lessons which also apply to advertising political sites?
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