Metlink
Metlink was the marketing body and umbrella brand for public train, tram and bus transport operators in Melbourne, Australia. On 2 April 2012, the operations of Metlink were transferred to the newly created public transport planning and management authority, Public Transport Victoria.
History
In 1999, the public transport system in Melbourne was disaggregated and privatised. Immediately after privatisation, there was no active system-wide branding or marketing. As a result, branding, marketing and the provision of customer information became fragmented and disjointed.In 2003, the Victorian Government and operators joined forces to create ‘Metlink’ which provided a single identity for Melbourne's public transport system. Metlink involved the provision of integrated signage, consumer information and advertising.
Responsibilities
Metlink was responsible for the promotion of travel by public transport. It published timetables, maps and guides, operated a multi-modal website, provided a journey planner, call centre, market research and data collection. Metlink also accepted and processed customer feedback, and tracked lost property.As well as establishing a common brand for Melbourne's public transport network, the Metlink initiative was intended to better integrate information about train, tram and bus transport in Melbourne, and therefore provide passengers with better information about connecting services.
Following changes to the privatisation of Melbourne's public transport system in April 2004, the Metlink brand was transferred to a new company, Metlink Victoria Pty Ltd, the role of which was also to perform several minor functions previously performed by the State Government and the franchise operators. Metlink's ownership was then handed over to the two remaining major metropolitan operators - Yarra Trams and Connex Melbourne - the latter replaced by new train franchisee Metro Trains Melbourne in 2009. Representatives of the Bus Association of Victoria and V/Line had input into Metlink, but they did not have a controlling interest.
Metlink also had responsibility for the Revenue Clearing House, the passenger information website, the 131 638 telephone information service, and the public transport information centre Met Shop on Swanston Street.
Branding
Metlink developed a master style guide for timetables, maps and other customer information, to complement the graphic design style of signage. The Metlink brand signage was implemented in 2003, with progressive replacement of the heterogeneous signage previously used by the various public transport operators at railway stations, tram and bus stops throughout Melbourne.Under the Metlink branding system, railway station signage and timetables were colour-coded Blue, tram stop signs and timetables were colour-coded Green, and the bus network was colour-coded Orange. Additionally, the regional train and coach network was colour-coded Purple. This colour scheme has also been adopted by the successor public transport operator, Public Transport Victoria.
Marketing
Metlink also acted as a marketing entity for public transport, and released several television advertisements. However, this was not an exclusive arrangement, as a separate set of TV advertisements was produced by former train operator Connex during April and May 2004. In mid-2005 Connex launched another independent print and television advertising campaign, this time focusing on its safety initiatives, and featuring Humpty Dumpty. In 2006, Connex launched a TV campaign Don't Hold Others Back focusing on encouraging courtesy on the Melbourne Rail Network.Metlink was also active in encouraging use of "value Metcards" and ran a humorous campaign promoting this called BATBYGOBSTOPL. In July 2007, Metlink launched a new campaign, "I Highly Recommend You Get on the Bus", featuring comedian Frank Woodley, to promote improvements in bus services and, following that, the "Take it Easy, Take the bus" campaign.