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12-year Dubai OOH deal secured

An out-of-home advertising company has won a 12-year contract worth £210m to transform outdoor signage in Dubai.

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The Sheikh Zayed Road, Dubai

Signed with the Dubai Roads & Transport Authority (RTA), BackLite Media will deliver a mix of digital and traditional outdoor signage across 26 locations including the Golden Boulevard.

The Sheikh Zayed Road – between Dubai World Trade Centre and Interchange 1, up to the Mall of the Emirates - will benefit from bespoke, state-of-the-art features such as smart data tracking and customisable lighting.

Bill Fordyce, chief executive officer of BackLite comments: “We are delighted to continue our long-term partnership with RTA, in bringing innovative signage to Dubai – which are not only best-in-class and of the highest aesthetic standards but also meet the Smart City vision outlined by Dubai’s leadership.

With the technology deployed, our signage will add excellent value to advertisers in addition to creating a powerful visual identity for the signage overhaul of the most strategic locations in the city

“With the industry-leading technology deployed, our signage will add excellent value to advertisers in addition to creating a powerful visual identity for the signage overhaul of the most strategic locations in the city, which will further contribute to civic pride and underline Dubai as a world-class city.”

In line with Dubai’s smart city technologies, the signage will be able to be integrated with Intelligent City Management technology.

In addition to this, BackLite’s intelligent data system will be deployed across its digital signage. This will allow advertisers to target audiences through the use of real-time content.

BackLite currently operates the only large-format network along Sheikh Zayed Road in the form of its architecturally designed unipole signs. The firm also operates key lamppost locations on the same stretch of road.

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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