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.
Responsibilities
Metlink was responsible for the promotion of travel by public transport. It published timetables, maps and guides, operated a multi-modal website , 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. Metlink also had responsibility for the Revenue Clearing House, the passenger information website, the 131 638 telephone information service, and the public transport information centre Met Shop on Swanston Street.
Branding
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 progressive replacement of the heterogeneous signage previously used by the various public transport operators at railway stations, tram and bus stops throughout Melbourne. 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
Metlink also acted as a marketing entity for public transport, and released several television advertisements. However, this was not an exclusive arrangement, as a separate set of TV advertisements was produced by former train operatorConnex during April and May 2004. In mid-2005 Connex launched another independent print and television 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" and ran a humorous campaign promoting this called BATBYGOBSTOPL. 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.
Viclink
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, and were also rolled out for major regional city bus networks. The Viclink brand was subsumed by the new public transport umbrella organisation, Public Transport Victoria, on 2 April 2012.
The prime transport-related statute in Victoria is the Transport Integration Act 2010. The act established 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 which confers powers on rail operators and provides for an access scheme for the state's rail network.
The safety of rail transport operations in Melbourne is regulated by the Rail Safety Act 2006 which applies to all commercial passenger operations. 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 Act 1983. The safety regulator for the rail system in Melbourne including trams is the Director, Transport Safety whose office is established under the Transport Integration Act 2010.
Ticketing and conduct
Ticketing requirements for trains, trams and buses in Melbourne are mainly contained in the Transport Regulations 2006 and the Victorian Fares and Ticketing Manual. Rules about safe and fair conduct on trains, trams and buses in Melbourne are generally contained in the Transport Act 1983 and the Transport Regulations 2005.
