Metlink
From Free net encyclopedia
- This article is about the Melbourne public transport network. The same name is also used for public transport in Wellington.
| Melbourne's public transport | |
|---|---|
| Metlink | Metcard |
| Modes of Transport | |
| Trains | Trams |
| Buses | SmartBus |
| Transport Routes | |
| Railway lines | Tram routes |
| Bus routes | |
Metlink is the marketing name of the public transport network of Melbourne, Australia. The branding was introduced in 2003 as an attempt to provide a single 'umbrella' brand for Melbourne public transport.
Prior to privatisation, the system was known as 'The Met', but this name had fallen into disuse except to describe the automated ticketing system, known as 'Metcard'.
Contents |
Introduction
Upon the introduction of the Metlink brand in 2003, public transport railway stations, along with 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, train station signage and timetables are colour-coded blue, tram stop signs and timetables are coded green, and the bus network is coded orange.
As well as re-branding the network, the Metlink initiative was introduced to better integrate the three modes of transport, and to provide commuters with more information about connecting services.
Image:Minister fss signage.jpg
Origin
Prior to the privatisation of public transport, the system was universally known as The Met, which is likely where the new name is derived.
Priorities
The scheme has been criticised by some in that it is seen as an inappropriate priority. Many communters would argue that consistent signage and information is of a lower importance than other problems facing Melbourne's public transport networks; such as safety (including poorly-lit railway stations and the lack of a consistent staff presence), increased service frequency, and expansion of the rail and bus networks to serve the newer, car-choked outer suburbs.
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.
These functions include the Revenue Clearing House, the passenger information website (formerly Victrip), the 131 638 (131MET) telephone service and the Met Shop. It also includes a new Master Style Guide for timetables, maps and other customer information, to better tie these in with the graphic design style of the new signage.
It is also still a marketing entity, and it has recently released several TV ads. However, this is not an exclusive arrangement, as a separate set of TV ads were produced by Connex (featuring Sheena Easton and a trainload of passengers singing her 1981 hit "My baby takes the morning train") during April and May 2004. Again, in mid 2005 Connex launched another independent print & TV advertising campaign, this time focusing on its safety initiatives, and featuring Humpty Dumpty.
Metlink has also been active in encouraging use of 'value Metcards' (pre-purchased multi-trip and periodical tickets) and is currently running a humorous campaign called BATBYGOBSTOPL (Buying A Ticket Before You Get On Board Saves Time Or Problems Later).
While they do not have a controlling interest, representatives of the Bus Association of Victoria and V/Line do have input into Metlink.
Victoria's regional bus and rail services will at some future date be brought under a similar entity, named Viclink. Presumably this will occur when V/Line is re-privatized following the completion of the Fast Rail project. For the time being, Viclink is a branch of Metlink.