Ken Livingstone’s Fare Deal

I was handed a Ken Livingstone leaflet at Queens Park tube station on the way in this morning.  And it’s a good one.

One message – a pledge to reduce fairs on public transport in London – which is likely to be popular, communicated very clearly and simply, with a snappy slogan for good measure.

So often campaign managers cannot resist the temptation to tell the candidate’s life story on every single piece of direct mail produced.  They haven’t mentioned his experience, his successes when in office, the fact that he likes his tea with etc…

Political advertising is so often not about what you say, but what you communicate and the simplicity and cleanliness of this leaflet leaves the recipient feeling that this is a guy who knows what he’s about.


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