METLINK

:''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 and ''umbrella'' brand for all public transport operators' in Melbourne, Australia.

Contents

Introduction

Future role

Viclink

See also

Refenreces

External links

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,^[1] designed to replace the inconsistent signage previously used by the various (some now defunct) public transport operators. ^[2][3]
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.
The scheme has been criticised by some in that it is seen as an inappropriate priority, with some commuters arguing that consistent signage and information are of lower importance than other problems facing Melbourne's public transport networks, such as increased staffing and network expansion.^[4]

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 - Yarra Trams and Connex Melbourne. While they do not have a controlling interest, representatives of the Bus Association of Victoria and V/Line have input into Metlink.
These new Metlink responsibilities included 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.
Metlink also continues as 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). 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. ^[5]

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. ^[6]

See also

★ Railways in Melbourne

Refenreces

1. The Age: 'Transport goes back to the future' - June 10 2003
2. The Age: 'Metlink brand cleans up public transport's image' - July 25, 2005
3. The Age: 'Can't find platform 4, Flinders Street? Try Warrandyte' - October 25, 2004
4. The Age Blogs: comment by Andrew S on November 7, 2005 9:00 PM
5. Metlink highly recommends you get on the bus
6. Railpage: Viclinking V/Line Stations

External links

★ Official Metlink website

★ Official Viclink website

★ BATBYGOBSTOPL Metlink website