How Kassab Media can Augment Commuter Experiences on RTA’s Dubai Metro

Why Dubai Metro RTA?

The metro has a full operating capacity of providing inter city transport to 1.2 million commuters daily. As of April 2014, the metro has a 35% utilization rate and with the days passing by; the infrastructure is expanding, foreigners’ proportion of population is increasing, and more people are preferring Dubai Metro as their primary means of transport.

Demographics-Dubai:

  • Population is increasing 6.4% annually
  • Indians, Pakistanis, and Bangladeshis represent 78% of the population. Whereas, Emirati Arabs consist of only 12.5% percentage of the population.
  • Arab children spend 40% of their time playing on their personal devices
  • Tourism is at peak during the months of October to April. Tourism saw a 10% increase in 2013, and has high projections considering Dubai Expo 2020.

Opportunity Set:

  • Rush leads to unfavorable incidents during peak hours
  • Most of Dubai’s Metro commuters seem reluctant to take advantage of the many minutes spent between stations.
  • Home sick expats or tourists have to go through a lengthy process for tracking down their fellow national.
  • When tourists seek help, they write down their questions on a piece of paper and ask them from a national. However, reliability of the answer is vague, and people end up asking the same question multiple times.

Proposed Advertising Buzz:

  • Module 1: Capitalizing the rush with in the economy class
  • Module 2: Attractions for children
  • Module 3: Connecting fellow tourists, and non nationals
  • Module 4: Bringing value to static advertising panels

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