RTA Bags Best Film Ad Award, Superbrand Status
The Roads & Transport Authority (RTA) has won the Best Film Ad Award across the UAE in 2011 for its ’Moving People’ ad; a 3-D film advert focusing on bus movement all over Dubai. The Award was presented by Morgan Co., one of the organizers of Cannes Film Festival in France. RTA’s logo also bagged the Superbrand Status Award from the Superbrand Council in a move intended to credit RTA’s efforts & achievements and bolster its standing in the public transport industry.
The Award was accepted by H.E. Mattar Al Tayer, Chairman of the Board & Executive Director of the RTA from the CEO of Corporate Administrative Support Services Sector Yousef Ahmed Al Rida in the presence of the Director of Marketing & Corporate Communication Dr. Aysha Al Busmait.
Al Tayer was delighted to see RTA winning these two prestigious awards; which culminate the huge efforts made by the RTA to enhance its corporate standing. "From the start RTA has adopted a distinctive logo articulating the smoothness of mobility & traffic flow, and combining various parties to achieve the common objectives, besides that the logo is also an inspiring source of strength and encouragement to realize those objectives. Over the past period, RTA had been endeavouring to enhance its corporate identity across the UAE through undertaking projects, programs and initiatives capable of cementing its profile & image. RTA was also keen on promoting its corporate identity worldwide through taking part in international conferences and exhibitions, probably highlighted by the UITP Congresses & Exhibitions.
"Since inception, RTA has been keen on launching educative campaigns to promote traffic awareness, and diffuse the use of mass transit modes including the Dubai Metro, buses and marine transit modes with a view to raising the ridership of public transport means, and improving the requirement to attain sustainable development. It also sought to educate various community segments on the benefits & advantages of using public transport means such as offering psychological & physical comfort through smooth mobility, and reducing the cost of fuel and maintenance of vehicles let alone the significant reduction of traffic fatalities and carbon emissions from vehicle exhausts,” said Al Tayer.
"Last year, the RTA kicked off a wide-ranging campaign under the theme (Moving People) to encourage community segments to use public buses; which have undergone a quantum shift in terms of numbers and caliber of service offered as RTA started the operation of articulated and double-deck buses, beefing up its bus fleet to as much as 1420 buses. These new buses feature environment-friendly Euro 4 and Euro 5 specifications and high levels of reliability & quality. They are also fitted with low floors to ease the embarkation and disembarkation process, and make them easily accessible to special needs persons as the bus is equipped with tailor-made door to run this service. Buses also feature state-of-the-art passenger information system, as well as on board monitoring systems. RTA also constructed about 900 air-conditioned bus shelters across the Emirate," said Al Tayer in a final comment.
"Winning these two coveted Awards is a source of pride & admiration besides being viewed as an advanced step marking RTA’s bursting into the superbrand roll with full commitment towards delivering best-in-class services to citizens, residents and visitors of Dubai Emirate, particularly mass transit commuters. This can be illustrated in the delivery top-notch services to users of the Dubai Metro, public buses, and marine transit modes as well as other related services such as the electronic services which are processed in a prompt, smooth and transparent manner," said the CEO of RTA Corporate Administrative Support Services Sector Yousef Al Rida.
"The power of ’Superbrand’ is not only attributable to the quality products, services and solutions figured out by any organization, but also extends to include the commitment of that organization and remaining true to its values, noble principles and work ethics. It also signals the continuous interaction with other organizations, events and social activities, and a standing readiness of the organization to lend unlimited support in the context of its corporate social responsibility," continued Al Rida.
He added: "Positioning reputed public & private organizations in close proximity to various spectrums of the community is a key criteria of cementing the prominent status, reliable names and superbrands of these entities since the community and individuals are key drivers towards achieving such successes & achievements and advancing them for the sake of serving the public interest and uplifting the profile of the nation worldwide.
Emirate: Dubai
Date: Jan 11, 2012
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