School of Social and Political Sciences - Research Publications

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Start date: 2000 × End date: 2009 × Type: Conference Paper × Author: Wear, Andrew × Subject: branding ×

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    Branding and public transport disaggregation: The Melbourne experience
    Wear, Mr Andrew ( 2003)
    In 1999 the public transport system in Melbourne was disaggregated and privatised by the then conservative Victorian government. 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. The Melbourne experience has shown that cooperation between government and public transport operators is essential. The Victorian Government and operators have now joined forces to create ‘Metlink’ which provides a single identity for Melbourne’s public transport system. Metlink involves the provision of integrated signage, consumer information and advertising.