Metlink: A Better Way

The Metlink brand was developed and introduced into the public domain in June 2003 with the objective of re-positioning public transport to increase patronage through a range of integrated marketing and communication activities. The longer-term strategy aims to improve public attitudes and perceptions of public transport and demonstrate to Melburnians that public transport is ‘A Better Way’. Metlink is positioned as the main driver for building brand trust in public transport, on behalf of the metropolitan public transport operators. Its marketing campaigns aim to promote public transport as ‘A Better Way’ in terms of economic, environmental andconvenience factors.

Creative Commentary
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