Metlink
 |
|
| Private | |
| Industry | Public transport |
| Fate | Merged |
| Successor | Public Transport Victoria |
| Founded | 2003 |
| Defunct | 2 April 2012 |
| Headquarters | Melbourne, Australia |
|
Area served
|
Melbourne |
| Parent | Department of Transport |
| Website | www.metlinkmelbourne.com.au |
Metlink was the marketing body and umbrella brand for public train, tram and bus transport operators in Melbourne, Australia. On 2 April 2012, the operations of Metlink were transferred to the newly created public transport planning and management authority, Public Transport Victoria.
In 1999 the public transport system in Melbourne was disaggregated and privatised. Immediately after privatisation, there was no active system-wide branding or marketing. As a result, branding, marketing and the provision of customer information became fragmented and disjointed.
In 2003, the Victorian Government and operators joined forces to create ‘Metlink’ which provided a single identity for Melbourne’s public transport system. Metlink involved the provision of integrated signage, consumer information and advertising.
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.
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.
Following changes to the 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. Metlink's ownership was then handed over to the two remaining major metropolitan operators - Yarra Trams and Connex Melbourne - the latter replaced by new train franchisee Metro Trains Melbourne in 2009. Representatives of the Bus Association of Victoria and V/Line had input into Metlink, but they did not have a controlling interest.
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