A public bus with the Brand Dubai logo. The Roads and Transport Authority is using the logo on the Metro, public buses, taxis, water bus, water taxi and ferry. Image Credit: RTA

Dubai: What better way to promote Dubai’s newest logo than to post it on the ever-present modes of public transportation servicing the emirate?

The Roads and Transport Authority (RTA) was the first government entity to pledge full support to the emirate’s new branding move by using Dubai’s new logo in mass transit modes – on the Dubai Metro, public buses, taxis, water bus, water taxi and Dubai Ferry — to maximise its exposure and reach.

RTA will also capitalise on its other services by promoting the logo on the number plates of private vehicles, Nol cards and Nol card- issuing machines.

Mattar Al Tayer, Chairman of the Board and Executive Director of RTA, said RTA’s move to help promote the emirate for tourism showcases the whole of Dubai as one team that speaks with the same voice to citizens and visitors.

“With its excellent infrastructure, integrated mass transport network, and a locally and internationally acclaimed corporate identity fostered since inception in November 2005, the RTA will form a key tributary to promote the new Dubai brand by placing it in all mass transport modes,” Al Tayer said.

Helal Saeed Al Merri, Director-General of Dubai’s Department of Tourism and Commerce Marketing, commended this huge cooperation from RTA, saying: “The Tourism Vision for 2020 is a framework which gives all of us in the tourism industry a clear and collective focus. The vision has been embraced to its fullest by both governmental departments and the private sector.”

“In order to achieve the targets laid out in the Vision, one of our key focuses this year has been the creation of our new brand and marketing blueprint which will ensure Dubai’s status as a must-visit destination is enhanced and that the rate of growth in guests continues its strong trajectory,” Al Merri added.

The promotion of the new branding scheme will be conducted over two phases according to RTA’s comprehensive marketing and advertising campaign, Moza Al Murri, Director of Marketing and Corporate Communication of the RTA, said.

The first phase is short-term in the form of a campaign called “We keep Dubai moving” where a number of public buses and taxis will be wrapped with posters of the new Dubai brand. A special edition of Nol cards will be made and posters of the brand will be posted on Nol-card issuance machines.

In the second phase of the campaign, the Dubai brand will be placed on all public transport means such that the name of the transit mode will be linked with the brand.