Branding and public transport disaggregation: The Melbourne experience

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    Author
    Wear, Mr Andrew
    Date
    2003
    Source Title
    Proceedings, 2nd UITP International Marketing Conference
    University of Melbourne Author/s
    Wear, Andrew
    Affiliation
    Arts: Centre for Public Policy
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    Document Type
    Conference Paper
    Citations
    Wear, Mr Andrew (2003) Branding and public transport disaggregation: The Melbourne experience, in Proceedings, 2nd UITP International Marketing Conference, Paris, France.
    Access Status
    This item is currently not available from this repository
    URI
    http://hdl.handle.net/11343/33478
    Description

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    Abstract
    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.
    Keywords
    Public transport privatisation; Melbourne; Victoria; branding; marketing; revenue allocation; Metlink; public transport franchising

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