The 2000 round of tenders saw the end of TransAdelaide's (and therefore the Government's) direct operation of bus services in Adelaide, although it retained tram and rail services. Serco won the north–south, Outer North, and Outer North-East contract areas, Torrens Transit the east–west contract area and City Free services, Australian Transit Enterprises (ATE) trading as SouthLink the Outer South contract area, and Transitplus, a joint venture between ATE and TransAdelaide, the Hills Contract area. At this time the Adelaide Metro brand was implemented across all transport operators, appearing to the public as a unified network, with common livery, timetable designs and a city Information centre.