The first sod hasn’t even been turned on the Melbourne Metro rail tunnel, but the project has already been burning through names faster than any other transport project in Victoria.
In early 2015 the project website was launched, at the http://mmrailproject.vic.gov.au domain.
You can find out more about the geotech investigations by visiting our brand new website http://t.co/mpW0nXdE6p #MelbMetro
— Metro Tunnel (@metrotunnelvic) June 3, 2015
By March 2016 they’d moved – http://melbournemetro.vic.gov.au was their new domain name and @melbournemetro their Twitter handle.
After weeks on the Yarra, we've said bon voyage to the #MelbMetro barge! For more info, see: https://t.co/HjLZninYxv pic.twitter.com/NvxYt00NZy
— Metro Tunnel (@metrotunnelvic) March 4, 2016
But by July 2016 they decided to change yet again – http://metrotunnel.vic.gov.au was their new online home along with @metrotunnelvic on Twitter.
Explore artist impressions of #MetroTunnel stations through our interactive map https://t.co/ueQ7QxOH7v pic.twitter.com/U1YC1cJC7E
— Metro Tunnel (@metrotunnelvic) July 27, 2016
Note that domain names weren’t the only thing they were updating – you can’t rebrand without a new logo! The original ‘Melbourne Metro Rail’ logo was launched in early 2015.
But was replaced in July 2016 by the new ‘Metro Tunnel’ identity.
Just don’t confuse them with ‘Metro Trains’.
Utopia?… the marketing department need to justify their jobs (as they have nothing else to do at the moment!)
So many options ! ‘North south underground rail link’ (NSURL), North south metro rail project (NSMRP), Melbourne Rail Link, Melbourne Metro Project, would have taken them weeks ! metro tunnel short and sweet though not very descriptive, but then we all know theres only one city tunnel happening right now….
While the East West Link Needs Assessment study by Sir Rod Eddington called it a “new east-west rail tunnel”.
The whole point of rebranding the trains as “Metro” back in the day was to separate the brand name from the operator (see also “Yarra Trams”). Connex owned the name and took it when they lost the franchise. Thus “Metro Tunnel” can be used in perpetuity even if operator MTM get the boot.
In the case of Yarra Trams the change from TransdevTSL to Keolis Downer in 2010 saw the name stay the same, but they still spent $$$ on a new logo, and a new tram livery.
At least with the introduction of the PTV branding across trains, trams and buses, in theory future operator changes will only need the logo to be changed!