x Abu Dhabi, UAEMonday 22 January 2018

Metro Dubai advertising deal expected to generate Dh3 bn

Consortium will plan spaces and oversee design and operation

Construction at the  Tecom metro station outside The Greens in Dubai.
Construction at the Tecom metro station outside The Greens in Dubai.

The Roads and Transport Authority (RTA) yesterday signed the advertising contract for the Dubai Metro, which officials said would generate Dh3 billion (US$817m) in revenue over a decade. The authority completed the deal with a consortium comprising SMRT Media and local companies Kassab Media and Wellmark Communications. The consortium will plan advertising spaces and oversee design, operation and marketing in Dubai Metro stations and train carriages.

The contracts, valid for 10 years, were signed a week after the first companies to win metro station naming rights were announced. Advertising space will be leased at 47 Dubai Metro stations and on red and green line trains. The contract includes advertising on the subway's footbridges, underpasses and pillars, as well as emergency exits and display monitors. "The Dubai Metro ad project is becoming a point of attraction to several companies and organisations looking for an access to market their services and products, particularly noting that Dubai Metro will account for 17 per cent of trips in the emirate," said the executive director of the RTA, Mattar al Tayer. The metro will be one of the longest driverless rail networks in the world, and will include the world's biggest metro station - Al Ittihad station - which will cover 2.5 hectares.

The trains and stations will also feature wireless internet service. Mr al Tayer said the metro was expected to reduce traffic congestion in Dubai, estimated to cost the emirate Dh4.6bn a year. pmenon@thenational.ae