Metlink

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This article is about the former public transport marketing body in Victoria. For the Wellington network of the same name, see public transport in Wellington.
Metlink Victoria Proprietary Limited
Former type Private
Industry Public transport
Fate Merged
Successor(s) Public Transport Victoria
Founded 2003
Defunct April 2, 2012 (2012-04-02)
Headquarters Melbourne, Victoria, Australia
Area served Metropolitan Melbourne
Website www.metlinkmelbourne.com.au

Metlink was the marketing body and umbrella brand for public train, tram and bus transport operators in Greater Melbourne, Victoria, Australia. Metlink operations were transferred on 2 April 2012 to a newly created umbrella body, Public Transport Victoria.[1]

Responsibilities[edit]

The Met logo, the previous umbrella brand for metropolitan transport in Melbourne, in the 1980s and 1990s

Metlink was responsible for the promotion of travel by public transport. It published timetables, maps and guides, operated a multi-modal website www.metlinkmelbourne.com.au, provided a journey planner, call centre, market research and data collection. Metlink also accepted and processed customer feedback, and tracked lost property.[2]

As well as establishing a common brand for Melbourne's public transport network, the Metlink initiative was intended to better integrate information about train, tram and bus transport in Melbourne, and therefore provide passengers with better 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, the role of which was 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. Representatives of the Bus Association of Victoria and V/Line had input into Metlink, but they did not have a controlling interest.

Metlink also had responsibility for the Revenue Clearing House, the passenger information website (formerly Victrip), the 131 638 (131 MET) telephone information service, and the public transport information centre Met Shop in Swanston Street, Melbourne.

Branding[edit]

A diagram of a CRT PID screen pair
Metlink signage colour-coded by transport mode

Metlink 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,[3] replacing the heterogeneous signage previously used by the various (some defunct) public transport operators.[4] [5]

Under the Metlink branding system, railway station signage and timetables were colour-coded Blue, tram stop signs and timetables were colour-coded Green, and the bus network was colour-coded Orange. Additionally, the regional train and coach network was colour-coded Purple.

Marketing[edit]

Metlink also acted as a marketing entity for public transport, and released several TV advertisements. However, this was 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 was also active in encouraging use of "value Metcards" (pre-purchased multi-trip and periodical tickets) and ran a humorous campaign promoting this 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 comedian Frank Woodley, to promote improvements in bus services and, following that, the "Take it Easy, Take the bus" campaign.[6]

Viclink[edit]

Viclink-brand.svg

Victoria's regional bus and rail services were brought under an associated brand to Metlink called Viclink. Related signage upgrades at regional railway stations began in October 2006,[7] and were also rolled out for major regional city bus networks. The Viclink brand was discontinued in favour of the new umbrella organisation, Public Transport Victoria on 2 April 2012.

Legislation and governance[edit]

Transport Integration Act[edit]

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 former 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[8] which confers powers on rail operators and provides for an access scheme for the state's rail network.

Rail Safety Act[edit]

The safety of rail transport operations in Melbourne is regulated by the Rail Safety Act 2006 which applies to all commercial passenger operations.[9] 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.[10] 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 and conduct[edit]

Ticketing requirements for trains, trams and buses in Melbourne are mainly contained in the Transport (Ticketing) Regulations 2006[11] and the Victorian Fares and Ticketing Manual.[12] Rules about safe and fair conduct on trains, trams and buses in Melbourne are generally contained in the Transport (Compliance and Miscellaneous) Act 1983[13] and the Transport (Conduct) Regulations 2005.[14]

See also[edit]

References[edit]

External links[edit]