Coinciding With The Opening Of The Green Line: RTA Launches The Second Phase Of The Public Awareness Campaign For The Optimal Use Of Dubai Metro Facilities
Roads and Transport Authority - Manal Khalid: Roads and Transport Authority (RTA) announced the launch of the Phase II of public awareness raising campaign for optimum use of all Dubai metro facilities, as a part of its integrated marketing plan, which coincides with the imminent opening of the Green Line next September. The Green Line will be a magnet for a huge number of passengers, since it serves several vital areas in the Emirate of Dubai. This campaign comes under the context of RTA’s keen attention to make Dubai Metro the first and favorite choice for the public.
Dr Aisha Al Busmait, Director of Marketing and Corporate Communication, Roads and Transport Authority said, "RTA was keen on developing an educational and awareness campaign targeting the public entitled, "Opening the Green Line of Dubai Metro Campaign". The campaign included three different phases aiming at familiarizing the metro users with the best mechanism to follow, starting from their presence in the stations and finishing with their arrival to their intended destination, in a bid to ensure their safety, secure the means of comfort & luxury for them, acquaint them with the laws and procedures to be followed when using the metro to avoid getting fined as result misusing the metro".
"Phase I and II of the campaign, which were launched recently included all new and basic information that the Green Line users may need, by providing them with all basic information including the names of the new areas served by the metro, points of attraction, intervals between stations, in addition to complete information about the metro working hours, tariff, how to use Nol cards, as well as reminding them of the key stations that contain multi-storey parking lots such as Etisalat Station at Al Qusais Area, briefing them on the stations that integrate with other mass transit modes, namely AL Ghubaiba and Abu Hail Stations," she continued.
Dr. Aisha Al Busmait confirmed that these campaigns had been marketed extensively through various communication channels, including audio-visual & printed media, be it local and global, and indoor or outdoor advertising, emphasizing that the metro in general had, by all standards achieved a tangible success and had become a symbol of success and strong will that the country strived to materialize on ground.
The Director of Marketing and Corporate Communication went on saying that last May, RTA launched Phase1 of the campaign, which focused on reminding the public of how to use the metro, provided all information related to tariffs outlets when traveling along the different stations of the Red Line, shed light on the different types of Nol cards, and how to use them & how top them up, reminding the public of the free vehicle parking lots available at Al Rashidiya, and Nakheel Harbour & Tower. Dr Al Busmait also pointed out that that Phase 11 of the awareness campaign was launched last July, entitled "Etiquette". This campaign focused on educating the public on the rules, regulations and the sound principles to be followed at the stations and inside the metro carriages through a video presentation shot on the screens in each carriage, in a bid to urge the public strongly to maintain the cleanliness of the metro and sustain it, being an essential part of the mass transport modes, reflecting the modernity that the Emirate of Dubai reached during the past few years. Dr Al Busmait also called attention to the key instructions displayed on regular basis through the screens, such as abstaining from eating, drinking, and smoking, as well as avoiding bringing animals and dropping waste, besides calling passengers’ attention to of the seating priority for the elderly and people with disabilities, familiarizing them with the right ways of ascending/descending the metro to ensure that other passengers flow was not disrupted. "Through this campaign, we seek to ensure passengers’ safety during the journey and involve them in the process of maintaining the metro and environmental safety," she concluded as a final remark.
Phase III of the campaign started only recently by launching various promotional campaigns, marking the opening of the Green Line of Dubai Metro, to be in the next 9/9/2011.
Emirate: Dubai
Date: Aug 28, 2011
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