The Editorial Apartment


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Copywriting you don’t notice

BathTissueYou might not spend a lot of time reading the label on your toilet tissue. But details make a difference, and Trader Joe’s, in their casual, lighthearted way, knows how to make their house-brand toilet paper special. I didn’t know my bathroom tissue was heavenly. It says so on the label!

 

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Long website addresses…

longURL… are not ideal—but they’re just the right size for the back of the company truck, catching some attention. This URL redirects to the company’s “real,” much shorter URL.

Note: I have no connection to this business.


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How to get people to use the metro

Around the mid-2000s, I was riding the LA Metro trains a few times a week across town to my workplace. I had plenty of time to observe the neighborhoods I passed, the type of people who rode the train, and to study the advertising campaign LA Metro was using.

The campaign had great consistency: an image area, a short paragraph, the logo, the website, all in predictable places in a poster-size layout. The copy was brief, personable and funny, which is welcoming and unusual to see from a transportation company.

Unfortunately, I never took a photo of any of the numerous posters I saw. Here is one that shows the format, though I don’t remember seeing it:

Source: This article from TheCityFix.

An online search for samples of the posters brought up another attention-getting transportation campaign: the award-winning video for Metro Trains Melbourne in Australia called “Dumb Ways to Die.” Watch: