The Roads and Transport Authority (RTA) has announced its support to the Dubai new brand by using the emirate’s new logo in mass transit modes, which include Dubai Metro, public buses, taxis, water bus, water taxi and Dubai Ferry, by displaying the brand in the number plates of private vehicles, NOL cards and NOL cards issuing machines. The new brand shall be promoted in the RTA stands in international exhibitions & conferences and its website, rendering the RTA the first government entity to support Dubai brand.
Mattar Al Tayer, Chairman of the Board and Executive Director of RTA, was pleased with the fact that RTA is the first government entity to support the new Dubai brand by launching a huge marketing & advertising campaign. He renewed RTA’s commitment to implement the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the U.A.E. and Ruler of Dubai, as regards using the new brand promoting the Emirate and showcasing it as a one team that speaks with the same voice to citizens and visitors.
“With its excellent infrastructure, integrated mass transport network, and a locally & internationally-acclaimed corporate identity fostered since inception in November 2005, the RTA will form a key tributary to promote the new Dubai brand by placing it in all mass transport modes, namely: the metro, buses, marine transport and taxis, whereas the brand will optionally be placed in licensing plates of private vehicles,” added Al Tayer.
Helal Saeed Almarri, Director General of Dubai’s Department of Tourism and Commerce Marketing (DTCM) commended this huge cooperation with RTA, saying: “The Tourism Vision for 2020 is a framework which gives all of us in the tourism industry a clear and collective focus. The Vision has been embraced to its fullest by both governmental departments and the private sector. In order to achieve the targets laid out in the Vision, one of our key focuses this year has been the creation of our new brand and marketing blueprint which will ensure Dubai’s status as a must-visit destination is enhanced and that the rate of growth in guests continues its strong trajectory. The new brand will be used by some entities in the Emirate in the context of coordination and integration between all sectors. We’re pleased that through our strong partnership with RTA the new city brand will appear on public transport including taxis, buses and Dubai Metro which will further support the work that DTCM is doing.” Ms. Moza Al Murri, Director of Marketing and Corporate Communication of the RTA, said: “The RTA will place the new Dubai brand at various mass transit systems namely the Dubai Bus, Dubai Taxi, Dubai Metro, Dubai Ferry, Dubai Water Bus, and the Dubai Water Taxi. It will also make new designs for the private number plates to add further to the Dubai brand, and the new plate will be optional for car owners.” “The RTA has developed a comprehensive marketing and advertising campaign to promote the new brand over two phases: The first phase is a short-term in the form of a campaign entitled (we keep Dubai moving). A number of public buses and taxis will be wrapped with posters of the new Dubai brand. A special edition of NOL cards will be made and posters of the brand will be posted to NOL cards issuance machines. In Phase 2, the Dubai brand will be placed on all public transport means such that the name of the transit mode will be linked with the brand.
Source : WAM News Agency for United Arab Emirates
