Adverts overlook shortcomings

PUBLISHED : Wednesday, 21 December, 1994, 12:00am
UPDATED : Wednesday, 21 December, 1994, 12:00am

I REFER to the recent advertising campaign by the Kowloon Motor Bus Company (KMB), which was designed to try and consolidate its public image.

What it seems to have overlooked, is the importance of offering a better bus service to the public.

The nostalgic slogans in the adverts were meaningless and did not address the problems of traffic congestion that members of the public are so concerned about.

It has been argued by some people that if the quality of public transport is improved, then more car-owners will forsake their cars for buses etc, during rush-hours.

However, as someone who travels with KMB every day, I believe it will have to improve a lot to tempt drivers away from their cars when they are commuting to work.

First of all, buses are infrequent. The schedules would have to improve substantially. Secondly, the coaches are dirty and thirdly, the seats are too narrow and hard. Finally, travelling during the summer in non air-conditioned coaches is dreadful, because they are so warm.

In its advertisements, KMB gave the impression that travelling on its buses was an enjoyable experience, but it is not.

You have to stand in long queues and when you finally get on, you're packed together like sardines.

If the company wants to improve its corporate image, it should spend more of its budget to improve the bus service, rather than spending so much money on its advertising.

C. NG Sha Tin