Sprzedaż praw do nazw stacji metra w Dubaju jest jednym z największych na świecie tego typu projektów, dotyczącym transportu publicznego. Dubajski Zarząd Dróg i Transportu Miejskiego (RTA) ogłosił, że w wyniku pierwszej fazy licytacji łączna kwota sprzedaży naming rights wyniosła 0,5 miliarda dolarów. Minimalny okres obowiązywania umowy obejmuje dziesięć lat.
Dubajskie metro zostało oddane do użytku we wrześniu 2009 roku. Jest najbardziej nowoczesnym, jednym z najdłuższych, w pełni zautomatyzowanych systemów kolejowej komunikacji miejskiej. Negocjacje dotyczące sprzedaży praw do nazw 23 stacji rozpoczęły się wiele miesięcy przed terminem zakończenia inwestycji. W marcu 2008 roku ogłoszono program Dubai Metro Naming Rights, będący pierwszym tego typu przedsięwzięciem na świecie.
– Nasza inicjatywa ma wyznaczać nowe, światowe wzorce współpracy pomiędzy sektorem publicznym i prywatnym – mówi Mattar Al-Tayer, prezes Zarządu RTA. – Program sprzedaży praw do nazwy przyciągnął uwagę zarówno lokalnych jak i globalnych firm. Dzięki długoterminowym kontraktom, obejmującym nie tylko sprzedaż naming rights, ale też umowy na finansowanie rozbudowy metra, byliśmy w stanie stworzyć strategię, która umożliwi rozwój Dubaju jako miasta na światowym poziomie.
Inicjatorzy programu Dubai Metro Naming Rights wyliczają szereg korzyści, zarówno dla miasta, jak i dla zainteresowanych wykupem praw do nazwy przedsiębiorstw. W pierwszej kolejności są to ogromne możliwości marketingowe. Poza ekspozycją logo firmy na stacji, będzie ono umieszczane na materiałach kampanii informacyjnej, mającej na celu zachęcić mieszkańców miasta i turystów do korzystania z metra. Logo firm będzie się znajdowało na mapach, oznakowaniach stacji, kasach biletowych. Firmy partnerskie otrzymały także pierwszeństwo w wyborze przestrzeni reklamowych na stacjach. RTA wylicza również wiele korzyści o charakterze wizerunkowym. Skojarzenie z najbardziej nowoczesnym systemem komunikacji miejskiej przełoży się też na postrzeganie firmy jako nowatorskiej i postępowej, a inwestycja w rozwój miasta ma być przejawem odpowiedzialności społecznej przedsiębiorstw wobec mieszkańców Dubaju.
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