Branding on Dubai bus shelters posts 100% occupancy
The bus shelters in Dubai have achieved 100 per cent occupancy of branding, said top officials of Right Angle Media, one of the leading Out-of-Home media companies, which has been contracted for selling advertisement space on the shelters in the emirate.
"Independently researched figures show that bus shelters have the highest recall, maximum visibility and best creative platform, among the OOH platforms," said Patrick Chaundy, President and CEO of Right Angle Media, yesterday.
The numbers narrate a very healthy picture for the outdoors with more than 20 per cent recall among commuters, that goes as high as 90 per cent brand recall when backed by creative visuals, shared marketing executive of the company.
Right Angle initiated DBOT (design-build-operate-transfer) format in conjunction with Road and Transport Authority on bus shelters January 2006 and has since then developed and is fully operating more than 800 shelters in Dubai. This number will reach 900 by year end, said officials.
Following the healthy numbers, the company is undertaking an ambitious expansion plan with an additional investment of Dh250 million in 2010 and up to Dh700m in Dubai over a contract period of 10 years.
"In today's scenario where outdoor advertising has seen a fall of about 40 per cent, we have taken a realistic approach to the business and have extended our investment plans with more confidence and gusto," said Ahmed Hashim Khoory, Chairman of Right Angle Media.
In spite of the economic downturn that has affected the outdoor media, Khoory said the company has done encouragingly well and has seen an increase in its revenue by 49 per cent.
"We have faith in the Dubai and in the leadership that will help us sail through these demanding times," said Khoory. Their regional expansion plans will cover most of Middle East in near future, he added.
As part of its regional strategy, Right Angle Media aims to operate more than 3,500 bus shelters by 2012. The company is also actively pursuing numerous other growth opportunities including joint ventures and even acquisitions.
The pilot project of air-conditioned bus shelters in Dubai at a cost of more than Dh1 billion by the Right Angle Media is scheduled to run for 10 years on a DBOT basis, according to the official communiqué. However, according to Chaundy the term of the contract is longer than that, but he did not specify the period.
The company also holds First Right of Refusal for all future bus queue shelters to come up in Dubai.
Elaborating on company's achievements, Khoory said: "We are pleased with what we have achieved in the last three years. We have established a very successful model in the Out-of-Home media market, and have now set our sights on expanding across the region.
"We have a clear programme of significant investment and expansion over the next five years to become the number one Out-of-Home media company in the UAE and the entire Mena. We are actively looking at joint ventures, acquisitions and mergers in the UAE, Oman, Qatar, Kuwait, Kingdom of Saudi Arabia and Egypt".
He added: "Our vision blends with the long-term goals of the UAE for the creation of a new, modern and prosperous country that will provide a world-class infrastructure and rapid economic development. We wish to express our deep appreciation to the Government of Dubai, and our partners, the RTA for their continued support to Right Angle Media. We have full confidence and faith in Dubai and our partners RTA".
Voicing the same sentiment of growth and expansion, Chaundy said: "Right Angle Media has achieved tremendous growth with its experience and expertise in the Out-of-Home media sphere. In spite of the global downturn, Right Angle Media vigorously pursued and achieved business goals, and continues to remain vibrant, as it embarks on an ambitious regional expansion phase in 2010. Based on extensive research that we have undertaken, we have identified that a vast potential exists in the region for a comprehensive Out-of-Home media solutions provider."
"Today, we can proudly look back at our contribution to Dubai's public infrastructure, having pioneered the world's most unique street furniture project. In fact, we are the only Out-of-Home media company to have substantially invested in public infrastructure in the UAE. The air-conditioned bus shelters have not only ushered in a new trend in commuter convenience, but also an innovative outdoor advertising medium. Our bus shelters have become a benchmark in street furniture projects in the region that reflects our expertise drawn from our many years of experience in the Out-of-Home industry," said Chaundy.
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