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Mon 29 Dec 2008 04:53 PM

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Dubai Metro's $817mn ad contract awarded

Consortium of three companies chosen by RTA to plan adverts on Red, Green lines.

The Dubai Metro’s three billion dirham ($817 million) advertising contract has been awarded to a consortium of three companies.

The Roads & Transport Authority (RTA) said it received offers from four international companies and consortiums with the winning group made up of SMRT Media (Singapore), Kassab Media and Wellmark Communications.

“The winning consortium will use top-notch ad technology in a way compatible with the profile of Dubai Metro Project,” said Mattar Al-Tayer, chairman of the board and executive director of the RTA.

The consortium will be responsible for planning the advertising space in 47 Dubai stations as well as train carriages operating along the Red and Green lines, extending 75km.

The 10-year revenue sharing agreement also includes footbridges, underpasses and pillars of the Dubai Metro track, as well as emergency exits and mobile display monitors.

“The Dubai Metro advertising contract will contribute to the growth of the UAE ad expenditure, particularly in the outdoor sector,” Ghassan Arah, chief executive of Kassab Media said.

The RTA estimates that the new metro will reduce the financial implications of traffic congestions in Dubai, which it currently estimates at 4.6 billion dirhams ($1.25 billion) per year.

The Dubai Metro will be the longest driverless metro network in the world undertaken as one project and will contain the world’s largest metro station, the 25,000 square meter Al Ittihad Station.

All trains and stations will be fitted with wireless Internet (WiFi), enabling passengers to use their laptops in transit.

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