Brand Metro on the rails this week


    Dubai metro’s year-long branding drive starts this week with the launch of their “My Metro” campaign, which is designed for initiating an awareness among the users of the country’s first mass transport system.

    Mattar Al Tayer, Chairman of the Board and Executive Director of  RTA met with Kevin Roberts, Worldwide CEO of Saatchi & Saatchi to discuss the details and execution of the campaign that is to be a multi-million dirham effort.

    The campaign is to utilise all forms of media including the traditional print, electronic and radio. RTA is already actively using social networking sites such as the Facebook and YouTube and the campaign is expected to surface there as well, shared RTA officials.

    Saatchi & Saatchi was awarded the RTA marketing campaign in an open bid and Arab Media group has signed with the RTA as their media partners.

    Highlighting the relevance of this campaign 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. Stations feature a highly innovative internal and external designs, and are suitably linked with other transport modes of the surrounding areas” said Al Tayer.

    He added:”RTA is proud of tasking this campaign to one of the biggest advertising agencies in the world. 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 ie (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 and 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. 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,” he said.

    “My Metro” campaign aims to introduce the public to the services and facilities rendered by Dubai metro Project, which offers Dubai residents highly sophisticated transit system. The project is set to open up huge investment opportunities.

    The elements of the 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 emphasising on making Dubai metro a flagship project, to stand on the same footing with other landmarks in the emirate.

    By Vigyan Arya