Dubai’s Roads and Transport Authority (RTA) has signed an agreement granting Mashreq Bank the naming rights of the ex-Sharaf DG Metro Station. Thus, the new name of the station has become Mashreq Metro Station. The strategic location is near many of the bank’s customers and will enable Dubai Metro’s travelers to enjoy a superior digital banking experience directly at the station. Abdul Mohsen Ibrahim Younes, CEO of Rail Agency signed the agreement on behalf of RTA, and Subroto Som, Senior Executive Vice President & Head of Retail Banking Group signed on behalf Mashreq Bank.
With a mission to enhance the customer journey through digital engagement and creating unique experiences, Mashreq’s forward-thinking ethos is closely aligned with the RTA’s commitment to rider experience.
As part of the strategic partnership, Mashreq will also feature several branding assets around the Business Bay station, where it will enjoy the right of exclusive visibility, in addition to the Burj Khalifa station, close to the bank’s new headquarters set to open in Downtown Dubai later this year.
“We are delighted to partner with Mashreq, a reputed leader and innovator in the banking industry, Metro stations naming rights initiative offers a fabulous investment opportunity to private firms and organisations in various trading, financial and service sectors. It enables investors to showcase their names and brands in a vibrant city like Dubai with such a high-profile standing in the business, service, finance and tourist industries. It ranks investors as strategic partners of a government entity that had made stunning achievements in the field of public transport and infrastructure in record time. Such achievements have rendered the UAE and Dubai in particular, a hub for investors, business leaders and tourists from all over the world,” said Younes.
“RTA is always keen to update the information of its mass transit services, including the naming rights of the Dubai Metro stations. Our objective is to make people happier by making the metro ride experience safe, smooth and speedy.
“RTA is also keen to boost the partnership with the private sector in recognition of the vital role of this sector in driving the national economic growth. It immensely contributes to the transfer of knowledge and expertise between the two sectors, creating job prospects in various specialities besides supporting the government drive in this regard,” added Younes.
Subroto Som, Senior Executive Vice President & Head of Retail Banking Group, Mashreq Bank commented: “The Dubai Metro is undoubtedly one of the biggest landmarks in the city, and we are excited to partner with Road and Transport Authorities and take over one of its busiest stations, offering commuters a never-seen-before Metro experience. Our mission is to connect with travelers in an experiential and exciting new way and continue to be one of the most relevant brands in the UAE, while serving visitors in the best way possible. This strategic partnership represents a long-term investment for us, one that will open yet another channel of communication with existing as well as new customers, from all backgrounds and ages.”
The agreement will see Mashreq install interactive digital LED signage as well digital kiosks at the stations, allowing customers to obtain information on Mashreq’s wide suite of products and services. Moreover, metro travelers will be able to engage with the Mashreq brand as they undertake their journey, through various videos inside the Dubai metro train. Later in the year, the bank will also introduce digital assets such as kiosks and screens powered by touch technology offering a more interactive experience with visitors.
In a related development, Hassan Al-Mutawa, Director of Rail Operation, at RTA’s Rail Agency revealed that RTA would rename two Dubai Metro stations namely Palm Deira and Nakheel Harbour and Tower to become: Gold Souq and Jabal Ali respectively. The step is part of the investment strategy to boost RTA’s partnership with the private and semi-government sector in the emirate.
“RTA mapped out a plan for finalising the renaming of the said three metro stations between 18 May – 2 June. It involves changing the external signage, updating the smart and E-Systems of public transport as well as updating the audio announcement onboard metro cabins, therefore, we would like to bring to the attention of Dubai metro riders the changes in the names of stations on the modes mentioned above,” noted Al-Mutawa.
The construction theme of the Dubai Metro stations is built on the four elements of nature: Fire, Water, Air and Earth in addition to reflecting the gorgeous cultural heritage of the UAE. Yet stations boast of stylish modern designs on a par with top cosmopolitan cities. Thus, they represent a thrilling blend of tradition and modernity, adding a touch of elegance and grandeur to the city of Dubai. There are three sorts of metro stations in Dubai; elevated, underground and transfer stations (between the Red Line and Route 2020).
Mashreq Station is an elevated station with an air theme. It spans 6,638 square metres in area and extends 138.28 metres in length. It can accommodate 14,244 riders during peak hours, and a daily capacity to handle 256,392 riders.
Jabal Ali Station, a transfer station between the Red Line and Route 2020 has a water-theme and covers an area of 8,800 square metres with 150 metres in length. It has a capacity of 16,964 riders during peak hours and a daily ridership of 320,000 riders.
Gold Souq station is an underground station with a water-themed design over an area of 20,420 square metres and a length of 145.10 metres. It can handle 26,416 riders during peak hours and a daily capacity of 475,488 riders.
It is noteworthy that RTA had launched the Dubai Metro stations naming rights initiative in 2009 and was the first of its kind worldwide. The initiative has made spectacular results from inception and attracted a host of partners. Thanks to the initiative, several brands have become so popular in Dubai such as the Mall of the Emirates and Deira City Centre of Majid Al Futtaim Group.