RTA launches phase two of metro naming rights

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View of the entrance to Gulf General Investment Company (GGICO) metro station. Photo - Yadig.com

Roads and Transport Authority (RTA) has launched the second phase of its Dubai Metro naming rights project throwing open branding opportunities to companies.

With the opening of the Green Line of the Dubai Metro, select stations on both Red and Green lines will be available.

The first wave helped the authority raise over Dh2 billion through naming rights and funding partners and it expects to reach a similar figure in the second phase too, said Adnan Al Hamadi, CEO, of RTA’s Rail Agency.

“We have already been approached by several companies,” Al Hamadi said.

As many as 21 partners are currently benefiting from this marketing platform, leveraging both naming rights and integrated branding opportunities.

“We are pleased to announce the availability of selected stations to potential strategic partners. Each of these chosen stations possess a unique value, calculated according to its location, anticipated passenger numbers and other variable factors,” Al Hamadi added.

HISTORIC SITES

“RTA is now inviting companies to join its existing partners in becoming part of this opportunity to have their brands and identities attractively presented in their selected stations,” the RTA manager explained.

Of the 47 metro stations along the two lines, landmark or historic sites will not be open for branding.

Al Hamadi said the naming rights programme provides the partners with a mega marketing platform while generating daily secured brand recognition at the same time developing a continued sense of community and commitment to the growth of Dubai due to the exposure to significant numbers of customers who use the metro every day.

The RTA will meet with the interested companies and discuss possible partnership structure. “Whilst there are no exclusions, the RTA would like to attract a wide interest from home grown companies and those international brands that are a big part of life in Dubai. There is also an integrated process for matching companies to locations to ensure all metro station name holders are culturally appropriate,” he said.

TERHAAL

In an attempt to attract greater number of tourists as well as residents on Dubais public transport, the RTA has launched redesigned travel packs.

The packages, named Terhaal, are now available at all metro stations and include promotional coupons and vouchers apart from two silver Nol cards worth Dh14 each, maps, as well as information about Dubais public transport modes and tourist destinations.

According to Dr Aysha Al Busmait, Director Marketing and Corporate Communication at the RTA, the pack which is priced at Dh65 is actually worth Dh1,000.

60,000 COMMUTERS A DAY

The number of passengers using the Dubai Metro continued to rise and has crossed 2,25,000 on Red and Green lines, Adnan Al Hamadi, CEO of RTA’s Rail Agency, told newsmen.

“The response to the Green Line has been overwhelming and from 55,000 daily passengers until last week, the number has risen to 60,000 passengers every day. The total number for both red and green lines is over 2,25,000 now,” he said.

Launched less than two weeks ago, the Green Line carried more than 100,000 passengers within the first two days of its launch.

Almost 30,000 people transfer between (use both) Red and Green lines, Al Hamadi said.

Sources: gulfnews, khaleejtimes

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