UAE | Traffic and Transport
My Metro campaign to start this week
Three-phase awareness drive to begin this week and will run for a year.
- Staff Report
- Published: 23:12 May 2, 2009
Dubai: My Metro is the name of the campaign being launched by Dubai Roads and Transport Authority (RTA) to educate people about the Dubai Metro project which is set to launch operation on September 9 this year.
My Metro aims to introduce the public to the services and facilities rendered by the Dubai Metro Project, which offers Dubai residents a highly sophisticated transit system. The RTA has awarded the marketing contract of the Dubai Metro to Saatchi & Saacthi, a US based leading, advertising, and marketing company.
Mattar Al Tayer, chairman of the board and executive director of the RTA received Kevin Roberts, worldwide CEO of Saatchi & Saatchi in Dubai to discuss the marketing campaign.
Al Tayer said that RTA is all set to launch a comprehensive marketing campaign for Dubai Metro. "We are 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 companies worldwide," he added.
"The RTA is keen to set this marketing campaign for the Dubai Metro in motion well ahead of the project operation. It will start this week and last for one year in three phases," he said.
The phase I of the campaign focuses on project introduction in terms of launch timing, design, and general information.
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.
Phase III is the preparatory phase that sets the stage for September's launch day, and covers all media, promotional and marketing outlets.
Kevin Roberts expressed his delight with the RTA selection of Saatchi & Saatchi to undertake this promotional marketing campaign of Dubai Metro.
"The company 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 said.
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