Metlink

Metlink was the system-wide customer-information and marketing brand created for Melbourne's public transport network in 2003. It emerged after the 1999 restructuring, disaggregation and partial privatisation of Victoria's metropolitan public transport system. That restructuring left passengers dealing with a fragmented collection of operator identities, information channels and signage. Metlink was intended to restore a common public-facing identity across trains, trams and buses without itself operating the services. The organisation's role was broader than advertising. It coordinated integrated signage, printed timetables, network maps, passenger guides, public-transport promotion, market research, data collection and customer feedback. It also operated a multimodal website and journey-planning services, managed the 131 638 telephone information line, tracked lost property and administered or supported the Revenue Clearing House. The Met Shop on Swanston Street served as a physical public-transport information centre. These functions were designed to help passengers understand connections between services controlled by different commercial operators. Metlink's visual identity was applied progressively from 2003. Its master style guide established consistent formats for timetables, maps and other passenger information. The system used distinct colours for modes: blue for railway services, green for trams, orange for buses and purple for regional train and coach services. This approach replaced much of the inconsistent signage inherited from earlier operators and helped passengers identify services across the network. An associated regional identity, Viclink, extended related information and signage principles to regional rail and bus services. Metlink also conducted public-transport marketing campaigns. Its work included encouraging passengers to buy multi-trip and periodical tickets before boarding, promoting bus use and communicating improvements to services. Some campaigns used humour, including the BATBYGOBSTOPL mnemonic, while later campaigns featured comedian Frank Woodley. Metlink's promotional activity coexisted with operator-specific campaigns, including advertising by Connex Melbourne, so it was not the sole voice of public transport in Victoria. Governance changed during the brand's existence. Following changes to the metropolitan franchise arrangements in 2004, the Metlink brand was transferred to Metlink Victoria Pty Ltd. Ownership was then associated primarily with Yarra Trams and the metropolitan train operator Connex Melbourne, with participation or input from the Bus Association of Victoria and V/Line. When Metro Trains Melbourne replaced Connex as the metropolitan train franchisee in 2009, the operating environment changed again. Metlink ceased to be the active umbrella identity when its functions were transferred on 2 April 2012 to Public Transport Victoria, the newly created public transport planning and management authority. Viclink was also absorbed into the new public-transport framework. Metlink is therefore a defunct transport-information and marketing brand rather than a current train, tram or bus operator. Its legacy includes the principle of presenting Melbourne's otherwise multi-operator network through common information standards, coordinated customer channels and mode-based visual coding.

Melbourne's public transport system was disaggregated and privatised in 1999. The resulting arrangement placed services in the hands of separate train, tram and bus operators, but initially lacked a coherent system-wide identity. Passenger information, branding and marketing became uneven across modes and operators, making it more difficult to understand connections and obtain consistent service information. In 2003, the Victorian Government and the transport operators created Metlink as a common public-facing identity. It did not run trains, trams or buses. Instead, it coordinated the information and promotional functions that were difficult to deliver effectively through separate operator brands. Metlink produced integrated timetables, maps and travel guides, operated a multimodal website and journey planner, maintained a telephone information service, collected customer feedback and conducted market research. It also handled or supported passenger-facing functions such as lost-property tracking and the Revenue Clearing House. A central part of the initiative was the creation of a shared design system. Metlink developed standards for signs, timetables and maps, and rolled out replacement signage at railway stations, tram stops and bus stops. The system used blue for trains, green for trams, orange for buses and purple for regional train and coach services. The visual scheme gave passengers a consistent way to identify modes even when the underlying services were supplied by different companies. The brand's corporate and governance arrangements evolved with the franchise system. After further changes in April 2004, the brand was transferred to Metlink Victoria Pty Ltd. Its ownership became associated with Yarra Trams and Connex Melbourne, while the Bus Association of Victoria and V/Line had input without controlling the organisation. When Connex was replaced by Metro Trains Melbourne in 2009, the metropolitan train franchise participant changed, but Metlink continued to perform its coordinating role for the remaining period of the brand. Metlink was also a marketing organisation. It encouraged public-transport use and promoted ticketing products such as prepaid multi-trip and periodical tickets. The humorous BATBYGOBSTOPL campaign reminded passengers to buy tickets before boarding. In 2007, campaigns featuring comedian Frank Woodley promoted bus travel and service improvements. Operator-level campaigns by Connex operated alongside Metlink's system-wide communications, illustrating the distinction between the umbrella brand and the individual service providers. Regional Victorian services were represented through Viclink, an associated identity whose signage upgrades began in 2006 at regional railway stations and major regional bus networks. Both Metlink and Viclink were ultimately superseded when Public Transport Victoria assumed their functions on 2 April 2012. The transition reflected a move toward a public authority responsible for integrated planning and management of Victoria's public transport system. Metlink is consequently remembered as a transitional coordination and information brand that addressed the fragmentation of the post-privatisation network before being replaced by a government-led umbrella structure.

• 2012

  Metlink absorbed by Public Transport Victoria

  [1]Metlinken.wikipedia.org

  Metlink's operations, along with Viclink, were transferred to Public Transport Victoria on 2 April, ending the brand's active role.

• 2009

  Metro replaces Connex as train franchisee

  [1]Metlinken.wikipedia.org

  Metro Trains Melbourne replaced Connex Melbourne, changing one of the major metropolitan operators associated with the Metlink environment.

• 2006

  Viclink regional signage rollout begins

  [1]Metlinken.wikipedia.org

  The associated Viclink identity began receiving signage upgrades at regional railway stations and major regional bus networks.

• 2004

  Brand transferred to Metlink Victoria Pty Ltd

  [1]Metlinken.wikipedia.org

  Following changes to the privatised transport arrangements, Metlink was transferred to a new company that also took on several related functions.

• 2003

  Metlink established

  [1]Metlinken.wikipedia.org

  Government and operators created Metlink to coordinate public-transport branding, passenger information and marketing across Melbourne.

• 2003

  Common signage system introduced

  [1]Metlinken.wikipedia.org

  Metlink began implementing a shared visual system for stations, tram stops, bus stops, maps and timetables, using colours to distinguish transport modes.

• 1999

  Melbourne network is disaggregated and privatised

  [1]Metlinken.wikipedia.org

  The restructuring created a fragmented operating and branding environment that later prompted the development of a common public-transport identity.

A neutral, system-wide information and marketing identity intended to make Melbourne's multi-operator public transport network easier to understand and use.

• Passenger information · 2003

  Integrated timetables and network maps

  Metlink published coordinated timetables, maps and travel guides covering Melbourne's train, tram and bus modes. These materials were intended to help passengers plan journeys involving more than one operator and to replace the inconsistent information formats that followed the 1999 restructuring.

• Digital passenger information · 2003

  Journey planner and multimodal website

  The Metlink website provided network information and journey-planning support across public-transport modes. It formed part of the organisation's effort to give passengers one information channel rather than requiring them to navigate separate operator systems.

• Customer service

  131 638 information service

  Metlink operated Melbourne's public-transport telephone information service, identified as 131 638 or 131 MET. The service supported journey enquiries and complemented the website, printed information and the Met Shop.

• Passenger information centre

  Met Shop

  The Met Shop on Swanston Street functioned as a physical public-transport information centre. It gave passengers access to maps, timetables, guides and assistance within the broader Metlink information system.

• Regional transport brand · 2006

  Viclink

  Viclink was the regional counterpart to Metlink for Victorian rail, coach and bus information. Its identity was used in signage and customer information before being subsumed by Public Transport Victoria in 2012.

• 2007I Highly Recommend You Get on the Bus

  Melbourne

  Featuring comedian Frank Woodley, the campaign promoted bus travel and highlighted improvements to bus services.

  Source
• 2007Take it Easy, Take the bus

  Melbourne

  This follow-up campaign continued Metlink's effort to encourage passengers to consider bus services for urban travel.

  Source
• BATBYGOBSTOPL

  Melbourne

  A humorous Metlink campaign used the mnemonic “Buying A Ticket Before You Get On Board Saves Time Or Problems Later” to encourage passengers to purchase value Metcards before boarding.

  Source

• 2012

  Transfer of Metlink functions to Public Transport VictoriaStrategy

  Background

  Victoria created Public Transport Victoria as a public transport planning and management authority, providing a new institutional home for functions previously associated with Metlink and Viclink.

  Action taken

  Metlink's operations and associated regional-brand functions were transferred to Public Transport Victoria on 2 April 2012.

  Aftermath

  Metlink ceased operating as the active umbrella brand for Victoria's public transport network.

  Source

1. 1Metlinken.wikipedia.org
2. 2Metlink official websitemetlinkmelbourne.com.au