The Campaign kicks off this week and lasts one year
Roads & Transport Authority – Mohammed Al Munji:
H.E. Mattar Al Tayer, Chairman of the Board & Executive Director of Roads & Transport Authority (RTA) received Mr. Kevin Roberts, Worldwide CEO of Saatchi & Saatchi; a leading global company in the field of marketing that was recently awarded the contract of marketing Dubai Metro project under the brand “My Metro”.
Al Tayer said that RTA was pinning high hopes on launching a comprehensive marketing campaign for Dubai Metro Project; the longest driverless metro line constructed as one project worldwide. “This campaign will be unique in nature but in line with the international specifications of Dubai Metro; which is modeled after the best global practices and built on sophisticated rail technology to meet the requirements of various community segments. Metro stations feature a unique & highly innovative internal & external designs, and are suitably linked with other transport modes and surrounding areas” said Al Tayer.
He added: “RTA is proud of tasking this campaign to one of the biggest advertising agencies in the globe, with 150 offices in 86 countries, employing over 6,000 people, and ranking among the biggest 100 advertising company worldwide.
“RTA was keen to set this marketing campaign of Dubai Metro in motion well ahead of the project operation. It will start as early as this week and lasts for one year comprising three phases. Phase I focuses on project introduction in terms of launch timing, design and message selection i.e. (My Metro). Phase II is the basic stage comprising all information related to the metro operation, fare, public services, station services, multi-modal integration, and security & safety means. Phase III is the preparatory phase that sets the stage for the launch day on 09/09/2009, and covers all media, promotional and marketing outlets of this pioneer project. Examples of these include television stations, radio channels, newspapers, magazines, ad spaces on roads, bridges and tunnels. The message will be delivered in several languages to address all community segments.
For his part, Kevin Roberts expressed his delight with RTA selection of Saatchi & Saatchi to undertake this promotional marketing campaign of Dubai Metro. “The Co. will employ all its global expertise and experiments to deliver an excellent marketing product coherent with Dubai Metro Project; a pioneer global project in rail transport industry” he noted.
“My Metro” campaign aims to introduce the public to the services & facilities rendered by Dubai Metro Project, which offers Dubai residents top-notch & highly sophisticated transit system. The Project is viewed as a new ring in the ongoing series of successes made by the RTA that opens up huge employment and investment opportunities.
The elements of this campaign will be oriented to target all age groups and span wide sectors of the community. Various awareness messages will be directed to different community segments emphasizing on making Dubai Metro a flagship project, to stand on the same footing with other Dubai landmark projects such as Burj Al Arab, Burj Dubai, The Palm, The World among others. The theme (My Metro) will be stressed such that all passengers will be proud of using this metro in their daily travels.
2 May 2009, http://www.dubaicityguide.com