Here’s a beauuuuutiful example of a brand doing “closed for maintenance” right, by defusing any anger people might be feeling about it: Urban Utilities water mains upgrades in the Brisbane CBD this week.

That’s a great way to say, yes sorry we’re doing maintenance, but you can’t be too mad – these poor pipes have been serving you well for years and they deserve a break!

This is especially important because water mains outages are very inconvenient and a lot of people would be mad about it.

I love this advertising. Makes me feel good about maintenance works for the first time in my life, so well done, Urban Utilities.

Well done.

(C) TJ Withers-Ryan 2020.