Dubai Municipality awards Emirates Neon bus advertising contract

The deal follows the UAE-based company's decision to invest substantially in Transit Media, a form of advertising in which complete buses can be branded with a client's message.

"Transit Media is one of the most popular outdoor advertising mediums in developed markets, such as Europe and the United States. Since it is media on the go, these moving, eye level, ad displays guarantee maximum exposure and penetration across the entire city," said Hanif Merchant, Managing Director and Chairman, Emirates Neon.

"We are confident this innovative concept will capture a significant market share. With over 500,000 vehicles on Dubai's roads and more than 2,930 daily bus trips it is the perfect way to get noticed.

"Full bus wraps stand out and catch the attention of every one they pass, whether pedestrians, passengers or other vehicle users, because of their sheer size. People see these colourful and high impact vehicles as moving billboards," said Hanif Merchant.

Utilising high resolution graphics Emirates Neon can now provide full bus wraps, bus back wraps, in which the full back side of the bus is used to display advertising messages, and bus panels stretching uninterrupted along the full length of the vehicle.

"It is the first time this kind of advertising has been available in Dubai. Previously, full bus wraps were restricted to government supported events, such as the Dubai Shopping Festival. Private sector advertising on the emirate's buses was strictly limited in terms of size and location," said Rehan Merchant, Executive Director, Emirates Neon.

"Printing is carried out in-house on specially imported vinyl materials with our latest high-resolution Inkjet machines. Installation of the graphics is completed by our experienced team of workers who have been regularly wrapping other vehicle in the past."

Dubai Municipality operates 32 bus routes. It recently announced the purchase of 119 new buses to upgrade its fleet of 320 vehicles. In 2001 the buses carried over 140,000 passengers daily, covering 70,000 kms .

"We are committed to ensuring the emirate's public transport system remains an innovative regional service leader," said Abdul Aziz Malik, Head of Transport, Dubai Municipality.

"We constantly seek ways in which we can improve the service we provide. We recently opened two more bus depots in Rashidiya and Al Qusais and we are intent on expanding the number of routes in tandem with Dubai's development.

"We have also improved the interiors of the buses and increased frequency means that waiting times are reduced. This is not only good for our passengers but also for advertisers as their messages are constantly on the move.

"We want more people to use our buses. People think that they are only for labourers and workers. This is not true. A diverse and sizeable cross section of the population uses our buses for their daily journeys," Malik said.

"A good example is the recently introduced airport buses. They provide a convenient, low cost alternative to taxis and are very popular with all kinds of people travelling to and from the airport.

"This new advertising medium will help to ensure Dubai's buses enjoy a higher public profile and that they are seen as a first class public transport provider. In addition, if the buses look attractive more people will want to use them," Malik said.

Dubai Municipality has decided to sanction full bus and other wraps in response to demand from international companies for mobile advertising that is more creative and has greater impact.

"The awarding of this contract to Emirates Neon is the first major change in bus advertising in Dubai in 10 years. It means now, more than ever, Transit Media will be an excellent medium to reinforce traditional media campaigns," said Mohammed Al Noori, Head of the Advertising Section at Dubai Municipality.

"The size makes it ideal for product launches, announcing events and trade shows, as well as regular marketing and promotional campaigns, branding exercises and other tactical campaigns."

"In addition, this concept supports the Dubai Government's wish to promote the emirate as the most go-ahead city in the Middle East."