Map brand Melway launches new ‘What a legend’ tagline
Melbourne road map brand Melway has been updated by agency Press Play creative marketing.
The 50 year old Melway road maps brand has been given a new tagline, ‘What a Legend’.
“Our goal was to communicate the unique points of difference that make Melway maps relevant in this increasingly digital age,” said Beth Richards, director of Press Play.
Why would they be concentrating marketing efforts (and funds) on advertising a redundant medium. They should be spending their money on increasing subscriptions of their app or creating new digital products. They’re swimming against the tide here.
What a waste.
Good luck to them, but who buys street directories these days?
To paraphrase their tagline: “The smartest way from A to B without 3G is to use a (Nokia) phone with preloaded maps”.
Much easier than fumbling through a dog-eared copy of Melways.
What’s a Melways?
Cute ads, but I’ll still use Google Maps because it’s *a lot* easier than using a Melways. And, if I’m going to outlay $$ for something, it’d be a TomTom not a 900-page book.
From a business perspective, I think they need to re-invent what it means to be ‘cartographers’ rather than fulfil the role of being ‘Melways’
That strikes me as the wrong approach.
‘The horse drawn carriage – the smartest way from getting A to B without that newfangled internal combustion engine. Simply splendid!’
I feel for the person in Melway / Sydway etc failing to get traction for an App because of internal politics.