Metlink
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- This article is about the Melbourne public transport network. The same name is also used for public transport in Wellington.
Metlink is the marketing name of the public transport network of Melbourne, Australia. The branding was introduced in 2003 as a single 'umbrella' brand for Melbourne public transport.
Prior to privatisation the system was known as The Met, but this name had fallen into disuse except to describe the automated ticketing system, Metcard. [citation needed].
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[edit] Introduction
Upon the introduction of the Metlink brand in 2003, railway stations, tram and bus stops throughout Melbourne began to receive new Metlink-branded signage, designed to replace the inconsistent signage previously used by the various (some now defunct) public transport operators.
Under the new branding, railway station signage and timetables are colour-coded blue, tram stop signs and timetables are green, and the bus network is orange. Additionally, the regional train network is colour-coded purple.
As well as re-branding the network, the Metlink initiative was introduced to better integrate the three modes of transport, and to provide passengers with more information about connecting services.
[edit] Priorities
The scheme has been criticised by some in that it is seen as an inappropriate priority[citation needed]. Many commuters would argue that consistent signage and information are of lower importance than other problems facing Melbourne's public transport networks, such as safety (including poorly-lit railway stations and the lack of a consistent staff presence[citation needed]), increased service frequency, and expansion of the rail and bus networks to serve the newer car-choked outer suburbs.
[edit] Future role
During the re-privatization of Melbourne's public transport system in April, 2004, the Metlink brand was applied to a new company whose role is to cover several minor functions previously performed by the State Government and the franchise operators. Its ownership was then handed over to the two remaining major operators.
| Melbourne's public transport | |||
|---|---|---|---|
| Metlink | Metcard | myki | |
| Modes of Transport | |||
| Trains | Trams | Buses | |
| Transport Routes | |||
| Railway stations | Tram routes | Bus routes | |
| Operating Companies | |||
| V/Line | Connex Melbourne | Yarra Trams | |
These functions include the Revenue Clearing House, the passenger information website (formerly Victrip), the 131 638 (131 MET) telephone service and the Met Shop. It also includes a new Master Style Guide for timetables, maps and other customer information, to tie these in with the graphic design style of the new signage.
It is also still a marketing entity, and it has released several TV ads. However, this is not an exclusive arrangement, as a separate set of TV ads was produced by Connex (featuring Sheena Easton and a trainload of passengers singing her 1980 hit Morning Train (9 to 5)) during April and May 2004. In mid 2005 Connex launched another independent print & TV 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 has also been active in encouraging use of 'value Metcards' (pre-purchased multi-trip and periodical tickets) and is known for running a "humorous" campaign called BATBYGOBSTOPL (Buying A Ticket Before You Get On Board Saves Time Or Problems Later).
While they do not have a controlling interest, representatives of the Bus Association of Victoria and V/Line have input into Metlink.
[edit] Viclink
Victoria's regional bus and rail services will at some future date be brought under a similar brand to Metlink named Viclink. Signage upgrades at regional railway stations have started from October 2006 [1]. The signage will be fully implemented when V/Line is re-privatized following the completion of the Fast Rail project[citation needed].
