Branding and public transport disaggregation: The Melbourne experience
AuthorWear, Mr Andrew
Source TitleProceedings, 2nd UITP International Marketing Conference
University of Melbourne Author/sWear, Andrew
AffiliationArts: Centre for Public Policy
Document TypeConference Paper
CitationsWear, Mr Andrew (2003) Branding and public transport disaggregation: The Melbourne experience, in Proceedings, 2nd UITP International Marketing Conference, Paris, France.
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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.
KeywordsPublic transport privatisation; Melbourne; Victoria; branding; marketing; revenue allocation; Metlink; public transport franchising
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