My City My Metro campaign to educate metro passengers


    By Ashfaq Ahmed, Chief Reporter

    Dubai: The Dubai Roads and Transport Authority (RTA) will launch the second phase of the ‘My City My Metro’ campaign in August to educate people about the facilities and benefits of using Dubai Metro.

    “The Metro is the new lifeline of Dubai and it is going to change the way of living here,” said Peyman Younes Parham, Director of Marketing and Corporate Communication Department at the RTA.

    He said the campaign, which was launched last month, has been divided into three phases and will run for one year.

    Phase 1 of the campaign focused on project introduction in terms of launch timing, design and general information.

    Phase 2 is the basic stage comprising all information related to the metro operation, fares, public services, station services, multi-modal integration and security and safety.Phase III is the preparatory phase that sets the stage for the launch day on 09/09/2009, and covers all media and promotional and marketing outlets.

    Parham said Phase 3 would be launched after the Metro’s launch.

    The RTA has awarded the marketing contract of the Dubai Metro to Saatchi & Saatchi, a leading US-based advertising and marketing company.