Sunday, September 03, 2023
I would not have done it like that
[an occasional series in which an unqualified Londoner presumes they know better than an organisation containing 25,000 employees trained to be expert in what they do]
A couple of weeks ago TfL launched a major ad campaign called 'Champion Value', which is designed to highlight the value and benefits of various modes of travel. Adverts feature smiley passengers in front of a colourful swirly background and cover a variety of fares and fare caps. One of the adverts focuses on single DLR fares, another on outer London tube journeys, another on daily bus fare caps, etc etc. There are at least eight different adverts. And I would not have posted this one at Northwick Park station.
This advert focuses on the daily cap and says "Never pay more than £8.10 Zones 1-2". But Northwick Park is in zone 4 so it's impossible to make a journey from this station where the Zone 1-2 cap applies. The zone 1-4 cap is much higher, it's £11.70 - a fare which doesn't sit quite so comfortably in an ad campaign about value for money. There are lots of other ads they could have used instead, for example 'Under 11s go free' or 'From £1.90 Zones 2-4', but instead they've highlighted a fare which doesn't apply here.
They shouldn't have used this poster here. They also shouldn't have used it at Crystal Palace station, or indeed anywhere else outside zone 2. I would not have done it like that.
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