Roads & Transport Authority – Mohammed Al-Munji: Roads & Transport Authority (RTA) signed the Dubai Metro Ads Contract with a consortium of three advertising companies; SMRT Media (Singapore), Kassab Media and Wellmark Communications. According to the Contract, the Consortium will plan the advertising space, and attend to design, operation, and marketing of media services in Dubai Metro Stations and on board train carriages. RTA revenues of this project are in the order of 3 billion dirham.

The Contract was signed on behalf of the RTA by H.E. Mattar Al-Tayer, Chairman of the Board and Executive Director of the RTA, on behalf of the winning consortium by Ghassan Arah, CEO of Kassab Media.

“RTA put out an international tender for Dubai Metro Ads Project; which provided a new platform in the region for companies to market their various products and brands. The Project comprises leasing media spaces in the 47 Dubai Metro Stations as well as train carriages operating along the Red & Green Lines extending 75 km (52 km in the Red Line and 23 km in the Green Line). The Contract, which runs 10 years, also includes footbridges, underpasses and pillars of Dubai Metro track, as well as emergency exits and mobile display monitors. RTA received offers from 4 international companies and consortiums specialized in the field of advertising. Following the financial and technical analysis of submitted offers, the Contract was awarded to consortium of three companies (SMRT Media (Singapore), Kassab Media and Wellmark Communications). Dubai Metro Ads Contract is based on commercial partnership (revenue-sharing agreement) between RTA and the winning consortium.

“The winning consortium will use top-notch ad technology in a way compatible with the profile of Dubai Metro Project; which is a civilized landmark in the region. It boasts to be the longest driverless metro network in the world undertaken as one project, and is also the world’s first city metro with a Golden Class. It also contains the world’s biggest metro station (Al Ittihad Station) covering an area of 25000 square meters. The trains and stations are fitted with wireless internet (WiFi) enabling passengers to use their laptops in transit. The Project will be invested in sustaining and accelerating the development of Dubai Metro network and providing better services to the public.

“Dubai Metro Project is becoming a point of attraction to several companies and organizations looking for an access to market their services and products, particularly noting that Dubai Metro will account for 17% of trips in the emirate; with an estimated ridership of 23000 passengers per hour in a single way.

“RTA is keen to provide all means of convenience to passengers such that the metro will be affordable to all segments of the community. There will be Golden and Silver Classes in the trains with carriages designated for ladies and children. It will also include an information system and sufficient number of seats in all carriages. Metro Stations are being designed in an innovative architectural pattern and will be fitted with the latest security and safety features. RTA is currently implementing the Unified Card System; which will be used for all mass transit modes to help integration of RTA services and facilitate access to them.

“Dubai Metro will also contribute to boosting the economic and development boom enjoyed by Dubai through providing safe and smooth transport to facilitate mobility and revitalize the economic, tourist and commercial activities, as well as creating jobs for Emiratis. The project will also result in appreciation of the value of lands and properties surrounding metro stations and along the metro track. It will also enhance the competitive edge of Dubai in organizing international events such as conferences, horse races, and auto races as well as cutting down the financial implications of traffic congestions in Dubai estimated as 4.6 billion dirham per annum” said Al Tayer.

He congratulated the consortium winning Dubai Metro Ads Contract and highlighted the importance of this commercial partnership; which is unveiled within less than a week from the announcement of the first batch of companies winning Dubai Metro Naming Rights initiative.

Ghassan Adrah, CEO of Kassab Media expressed his thanks for the confidence pinned by the RTA in the consortium in awarding this massive project to the consortium. “Dubai Metro Ads Contract will contribute to the growth of the UAE ad expenditure, particularly in the outdoor sector. The Project is bound to be culminated with success for several considerations, including application of the latest ad technologies worldwide, provision of a unique travel experience to customers, and providing a multitude of opportunities for those concerned with marketing and buying media spaces targeting a unique audience, and using state-of-the-art media technologies”.

Contract signing was attended from the RTA by Abdul Mohsin Ibrahim, CEO of Strategy & Corporate Governance Sector, Abdul Majeed Al Khaja, CEO of Rail Agency, and Abdullah Al Madani, CEO of Corporate Support Services Sector. From the winning consortium attended Shahreen Abdul Salam, General Manager of SMRT Media, Singapore, Mario Arjan, General Manager of Wellmark Communication, and a number of officials from both parties.

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