Well that'll teach them! This morning, David Miliband and DEFRA sent out literally hundreds of press releases across the country with a personalised letter from David Miliband (they just changed the county in each one) to inform us all that the Government's new "carbon calculator" had gone live on the DirectGov web infrastructure.
There was loads of publicity, including the BBC, Sky News, the entire works in fact. There is of course one general rule when you go for such a "big bang" approach to a website launch. Make sure you load test the bloody thing first and get your metrics right! Right now, the site is, as we say in the business, b0rken.
Update: At least they're being honest about their failure to load test properly. You'd think the arse might tell the elbow to stop sending out press releases with "Miliband unveils CO2 calculator" as the title though.