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BACKLITE MEDIA HAS SECURED A 12-YEAR OUTDOOR ADVERTISING CONTRACT WITH THE DUBAI ROADS & TRANSPORT AUTHORITY

BackLite Media, an out-of-home advertising company, has secured a AED1 billion ($272 million) contract with the Dubai Roads & Transport Authority (RTA) to transform signage in Dubai.

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The 12-year contract will see BackLite deliver a mix of digital and traditional outdoor signage across 26 locations along Sheikh Zayed Road, including the Golden Boulevard – between Dubai World Trade Centre and Interchange 1 – and up to the Mall of the Emirates.

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BackLite said the digital signage solutions will usher in a “new era of outdoor signage to the city”, using technology and visual solutions that are “far ahead of the systems used in global hubs across the world”.

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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.

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“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.”

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BackLite Media is based in Dubai and first introduced its unique unipole signs into the UAE in 1996.

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