Editing Metlink (section)

==History==
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.<ref>{{cite web|last1=Wear|first1=Andrew|title=Branding and public transport disaggregation: The Melbourne experience|url=https://www.academia.edu/10022142}}</ref>

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.