| Type | Private |
|---|---|
| Industry | Public transport |
| Founded | 2003 |
| Headquarters | Melbourne, Victoria, Australia |
| Area served | Metropolitan Melbourne |
| Website | www.metlinkmelbourne.com.au |
Metlink, formerly The Met, is the marketing body and umbrella brand for public train, tram and bus transport operators in Greater Melbourne, Victoria, Australia.
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Metlink is responsible for the promotion of travel by public transport. It publishes timetables, maps and guides, operates the multi-modal website www.metlinkmelbourne.com.au, provides a journey planner, call centre, market research and data collection. Metlink also accepts and processes customer feedback, and tracks lost property.[1]
As well as re-branding the network, the Metlink initiative was intended to better integrate information about train, tram and bus transport in Melbourne, and therefore provide passengers with more information about connecting services.
During the re-privatisation of Melbourne's public transport system in April, 2004, the Metlink brand was transferred to a new company, Metlink Victoria Pty Ltd, whose role is also to perform 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 - Yarra Trams and Metro Trains Melbourne. While they do not have a controlling interest, representatives of the Bus Association of Victoria and V/Line have input into Metlink.
Metlink also has responsibility for the Revenue Clearing House, the passenger information website (formerly Victrip), the 131 638 (131 MET) telephone service and the Met Shop.
Metlink has 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 railway stations, tram and bus stops throughout Melbourne converted to Metlink-branded signage,[2] replacing the inconsistent signage previously used by the various (some now defunct) public transport operators.[3][4]
Under the Metlink branding system, railway station signage and timetables are colour-coded Blue, tram stop signs and timetables are colour-coded Green, and the bus network is colour-coded Orange. Additionally, the regional train and coach network is colour-coded Purple.
Metlink also acts as a marketing entity for public transport, and has released several TV advertisements. However, this is not an exclusive arrangement, as a separate set of TV advertisements was produced by former train operator 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). In July 2007, Metlink launched a new campaign, "I Highly Recommend You Get on the Bus", featuring musical comedian Frank Woodley, to promote improvements in bus services and more recently the "Take it Easy, Take the bus" campaign.[5]
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.[6]
The prime transport-related statute in Victoria is the Transport Integration Act. The Act establishes the Department of Transport as the integration agency for Victoria's transport system. The Act also establishes and sets the charters of the State agencies charged with providing public transport rail services and managing network access for freight services, namely the Director of Public Transport and V/Line. In addition, the Act establishes VicTrack which owns the public rail network and associated infrastructure. Another important statute is the Rail Management Act 1996[7] which confers powers on rail operators and provides for an access scheme for the state's rail network.
The safety of rail transport operations in Melbourne is regulated by the Rail Safety Act 2006 which applies to all commercial passenger operations.[8] The Act establishes a framework containing safety duties for all rail industry participants and requires operators who manage infrastructure and rolling stock to obtain accreditation prior to commencing operations. Accredited operators are also required to have a safety management system to guide their operations. Sanctions applying to the safety scheme established under the Rail Safety Act are contained in the Transport (Compliance and Miscellaneous) Act 1983.[9] The safety regulator for the rail system in Melbourne including trams is the Director, Transport Safety (trading as Transport Safety Victoria) whose office is established under the Transport Integration Act 2010.
Ticketing requirements for trains, trams and buses in Melbourne are mainly contained in the Transport (Ticketing) Regulations 2006[10] and the Victorian Fares and Ticketing Manual.[11] Rules about safe and fair conduct on trains, trams and buses in Melbourne are generally contained in the Transport (Compliance and Miscellaneous) Act 1983[12] and the Transport (Conduct) Regulations 2005.[13]
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