Roads & Transport Authority - News Details

HE Mattar Al Tayer, Director-General and Chairman of the Board of Executive Directors of Roads and Transport Authority (RTA), has unveiled RTA’s unique sonic brand; a melody encapsulating RTA’s unique transit services for the people of Dubai. Al Tayer also kicked off RTA’s celebrations of Public Transport Day (PTD) held this year under the theme: Travel Better, Live Better. Celebrations will continue up to November 11 the day marking the 5th Anniversary of Dubai Tram. 

Upon arrival at Noor Bank Metro Station, Al Tayer was briefed about RTA’s events in celebration of PTD. Activities include runs for 2.5 km and 5 km alongside the Dubai Water Canal, and raffles on gold bars for public transport riders during the period of festivities. There will also be prizes for the most frequent riders of mass transit means and several other entertainment events. 

Al Tayer then boarded the metro to Burj Khalifa, Dubai Mall station and rode a bus to Dubai Mall where he unveiled RTA’s unique sonic brand coupled with fabulous dancing of Dubai Fountain.

Sonic Brand

Al Tayer attended a briefing about the sonic brand, which has become an integral part of RTA’s identity, rendering RTA the first government entity to have a sonic brand. The sonic brand was inspired by the sounds of nature, the movement of people in Dubai, and public transport means such as the metro, tram, buses, marine transit modes and taxis. The sonic brand will be added to all communication channels of RTA such as the call centre, TV commercials, RTA films and public transport means. 

“RTA’s innovative sonic brand is a kind of melodies inspired by the sounds generated by the movement of sand, sea waves and people of Dubai. The launch of this sonic brand cements customer bonds with RTA’s services. We are endeavouring to make this brand a familiar icon linking the people with RTA’s diverse services. It will also form an integral part of RTA’s musical identity launched in 2016 based on three elements Make. Move. Transform,” said Ms. Rowdah Al Mehrizi, Director of Marketing and Corporate Communication at RTA’s Corporate Administrative Support Services Sector. 

“The logo and corporate identity are images of corporate entities. RTA is at the forefront of entities embracing technological advancement. It adopts the latest innovative standards and takes Dubai into the future. It seeks to realise the ambitions of Dubai leaders and residents and lead the transformation drive,” added Al Mehrizi. 

Public Transport Day

“The 10th edition of Public Transport Day initiative aims to promote the role of Dubai in supporting efforts to improve the environment, achieve sustainable development and encourage residents to use public transit means through educating them with the benefits of using public transport means. Events are anticipated to engage a wide spectrum of community members as well as prominent business entities in the UAE and staffs of RTA,” she added. 

“Several entertainments, sports and medical activities will be held during the festivities, and valuable prizes highlighted by gold bars will be distributed to participants in the two categories of Public Transport Day Race (2.5 km and 5 km). Each of the first three in both categories will get a gold bar. The races, which are supported by Dubai Holding, will be run along the Dubai Water Canal at 6:30 pm on 5 November at the Business Bay Promenade. Yoga sessions will be held at the Dubai Internet City Station. 

“The Scavenger Hunt will be staged at 12:00 noon of November 8th. Participation in this contest is open to individuals, including people of determination as well as teams representing public or private entities. Cash prizes will be given to the first three finishers: AED25,000 for the first, AED15,000 for the runner-up and AED10,000 for the third-place finisher. The event will be held at the Union Square Metro Station, and participants have to sign-up on RTA’s website (rta.ae) before taking part in the competition. 

Other cash prizes will be given to the most frequent users of public transit means from 1 to 11 November, including 6 RTA employees competing for a prize of AED5,000. 10 members of the public will compete for a similar prize, and 4 persons of people of determination will compete for another AED5,000. Holders of registered nol cards will earn triple nol Plus points. 

“In celebration of the event, tourists and visitors arriving at Dubai Airport will be greeted by giveaways including phone top-up cards, nol cards and maps of Dubai public transport network. Prizes bonanza also include 10 airline tickets courtesy of Fly Dubai, free medical check-ups will be conducted by Dr Nutrition and Medeor Hospital at Metro stations, along with gifts and happiness messages at Dubai Tram stations.

“Events include Golds Gym contests at metro stations. Noon will offer a 10% discount to existing clients and a 20% discount to new clients through the Promo Code ‘PTD’. Noon will also offer discount vouchers worth 50 dirhams, smartphones, iPads, and other gifts. Canon and Grand Stores will also distribute prizes. A special edition of nol cards will be distributed to mark the occasion,” explained the Director of RTA Marketing and Corporate Communication. 

Al Mehrizi concluded by praising the valuable contribution of sponsors including Serco (Operator of Dubai Metro and Tram), Emaar, Noon, Burj Khalifa, Canon, Majid Al Futtaim Group, Dubai Multi Commodities Centre (DMCC), JBR, Gold's Gym, Dubai Media and Internet Cities, Grand Stores, Dr. Nutrition and Medeor Hospital.