Local Business

BackLite Media signs Dh1b contract with Dubai RTA

Staff Report/Dubai
Filed on November 11, 2019


BackLite Media has signed a landmark 12-year deal, valued at Dh1 billion, with the Dubai Roads & Transport Authority (RTA), that will see BackLite deliver a mix of digital and traditional outdoor signage across 26 locations along Sheikh Zayed Road.

These locations include the Golden Boulevard - between Dubai World Trade Centre and Interchange 1 - and up to the Mall of the Emirates. The digital signage solutions by BackLite use technology and visual solutions that are far ahead of the systems used in global hubs across the world, and integrate the best in modern technology with features such as smart data tracking that adds incredible value for advertisers.

Complementing the smart city vision of Dubai's leadership, the new signage deployed by BackLite can be efficiently integrated with Intelligent City Management technology. BackLite's intelligent data system, to be deployed across its digital signage, will allow advertisers target their audiences much more efficiently with dynamic real-time content. A highlight of the new signage are the design approaches that span not just the visual splendour of the displays, but also in BackLite's approach to the pillars themselves. Both the design and display are expertly suited to accommodate the expansion needs of RTA.

Bill Fordyce, CEO of BackLite, said: "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 industry-leading technology deployed, our signage will add excellent value to advertisers in addition to creating a powerful visual identity for the city. We are thankful to RTA for recognising our recommendations 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."

- business@khaleejtimes.com

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