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. It was preceded by the Public Transport Corporation.

Responsibilities

Metlink is responsible for the promotion of travel by public transport. Metlink produces timetables and guides, operates the multi-modal website www.metlinkmelbourne.com.au, a journey planner and call centre, market research and data collection, accepting customer feedback, and tracking lost property.

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.

During the re-privatisation 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.

Branding

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.

Marketing

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.

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.