News flash: The new Port Mann bridge is open and by all reports is operating reasonably well, with two lanes in each direction open for traffic.
What, you knew that already? Perhaps you should tell the provincial government.
Although many will welcome full operation of the bridge (eight of 10 lanes will be open on Dec. 1), there are those in Victoria who believe Metro Vancouver drivers are still ignorant of this latest development and, thus, require constant reminding of its existence and its time-saving benefits.
How else to explain the radio advertisements regaling motorists about the benefits of this, the largest undertaking in the $3.3-billion Port Mann/Highway 1 Improvement project?
Most people will have noticed by now that the long, laborious and often controversial construction project is nearing completion. They don't need a series of advertisements - paid for with taxpayers' dollars - to find out what is as nakedly obvious as the connection between these radio spots and the May 2013 provincial election.
Still, there is a disingenuous optimism to these ads in that they hope that people will be convinced through constant repetition that the paying of tolls - no matter how odious, costly and painful to household budgets they are - will be ultimately worth it because, well, you guessed it, time will be saved.
Households on both sides of the bridge, including in the Tri-Cities, will have to weigh the costs of tolls versus time-saving benefits and will decide to fork over the cash, detour to avoid them, move or change jobs. These are complex calculations that are unlikely to be affected by a series of simplistic advertisements no matter how well meaning.
It's also naive to expect these ads will change the minds of those who opposed the highway improvement project from the start. It's highly unlikely these ads, no matter how craftily made, will encourage these folks to now suddenly champion it.
Advertising can be helpful and informative but telling people what they already know is a waste of money.
