Copywriting, less successful

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A couple of years ago, our regional bus company introduced an electronic ticket system. The line that was chosen to advertise this new offer was

“It won’t get any easier than this.”

Which by itself was rather daft. It didn’t really explain anything, and implied that there would be no further developments – or at least that in the future they would not try to make travelling by bus any easier.

Now they have teamed up with another regional bus company. Passengers can now travel on either buses with the same ticket. And guess what the ultra-creative new catch-phrase is?

“An easier way to travel.”

I just pray that they did not use an agency to come up with that line, as it shows total disregard for any medium-term memory of its clientele.

Now the question remains, as to what tag line they will use for their next campaign? Do send in suggestions.