RTA embarks on marketing campaign for Metro

METRO CAMPAIGN: Saatchi & Saatchi will help deliver the Metro message ahead on the project's launch in September. (Getty Images)

The Roads and Transport Authority (RTA) has teamed up with world famous ad agency Saatchi & Saatchi to help promote the Dubai Metro, ahead of its launch in September.

The Red Line of the $4.2bn project is scheduled to open on Sept 9 with the Green Line following in March 2010.

Trains will commute about 23,000 passengers in each direction per hour on the Red Line and 18,000 passengers per direction per hour in the Green Line, said Ramadan Abdulla Mohammed, director of operations department at RTA Rail Agency in comments published by news agency WAM.

He added: "The importance of the marketing campaign stems from its role in unveiling and showcasing Dubai Metro Project...and its substantial contribution towards fulfilling the vision of the RTA in providing safe and smooth transport for all.

"The project is capable of transforming the behavioural pattern, lifestyle and thoughts of many people in Dubai. However, to materialize this transition, intensive marketing and awareness campaigns have to be launched."

Elias Ashqar, regional executive director of Saatchi & Saatchi Co said: "The company is proud to be teaming up with the RTA and we are looking forward for more joint cooperation in the long run as part of a long lasting partnership, in line with the strategic vision set and wisely pursued by the RTA."

Saatchi & Saatchi ranks among the biggest advertising agencies worldwide, employing 6,000 employees in 86 countries.

Peyman Younes Parham, director of RTA Marketing and Corporate Communication Department, added that the campaign will be delivered in several languages to address "all community segments".

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READERS' COMMENTS

Waste of Money
Posted by Ian, Dubai, UAE on Monday 23 March 2009 at 10:41 UAE time


"However, to materialize this transition, intensive marketing and awareness campaigns have to be launched."

I think everyone in Dubai, whatever language one speaks, is already well aware of the Metro. What we need are sensible fares, car parking near stations, taxi ranks, good bus connections - oh and I nearly forgot - an extension into Sharjah. Spend some money on these, RTA. Not on advertising via one of the world's most expensive agencies.

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