‍

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.

‍

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.

‍

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”.

‍

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.

‍

“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.”

‍

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

‍

• BackLite Media signs 10-year partnership with Gulf Related, the developers of the most anticipated ultra-luxury retail and dining destination in Abu Dhabi
• Advertisers stand to gain valuable audience insights through data analytics, with BackLite Media providing the most advanced signage network platform in the world

‍

BackLite Media, the premier out-of-home advertising company, has been awarded a 10-year-contract for all advertising and promotional activities across The Galleria Al Maryah Island, a luxury retail and dining destination developed by Gulf Related.

‍

The most sought-after retail opening in the UAE, The Galleria brings together the exceptional retail and lifestyle development competencies of Gulf Related, a joint venture of Gulf Capital and The Related Companies – the developers of Hudson Yards in New York. A premier getaway for all things retail, The Galleria is distinguished by an extraordinary combination of the best shopping, dining and entertainment in Abu Dhabi.

‍

The Galleria marked its grand opening on 4th September 2019, with BackLite taking on the full operational scope of the mall’s advertising and promotional requirements. The network comprises over 200 screens – making it the largest of its kind in Abu Dhabi. Advertisers will be able to take advantage of some of the most progressive signage and advertising platforms currently available on the market, allowing them to impactfully showcase their campaigns.

‍

The Galleria, in partnership with BackLite, is deploying some of the world’s most advanced digital signage solutions to create exceptional value for advertisers, who stand to gain tremendous audience insights through BackLite’s data analytics and booking technologies.  

‍

‍

Daniel Parry, Managing Director of Gulf Related, said: “The Galleria Al Maryah Island brings a dynamic mix of luxury and contemporary fashion brands as well as a collection of signature restaurants and cafes – all thoughtfully curated to meet the community’s aspirations.. Ensuring world-class digital signage is of strategic value in adding to the aesthetics of The Galleria’s environment and to make the mall experience more appealing to visitors and retailers. BackLite brings proven experience in the sector and is an industry leader in delivering tech-driven digital solutions, which makes it a perfect fit for The Galleria.”

‍

Over 200 screens, indoor and outdoor, will be operated by BackLite at The Galleria making it the largest retail digital signage network in Abu Dhabi. BackLite will draw on its 20-year heritage of working with luxury brands in powering The Galleria’s digital signage solutions. Led by an experienced team of professionals, who have proven their credentials in digital signage across leading malls in the region, BackLite will focus on enhancing the destination experience for visitors.

BackLite Media LLC is a specialist, multi-national outdoor advertising company based in Dubai, in the United Arab Emirates. The company first introduced its unique unipole signs into the UAE 1996.

‍

With an extensive range of quality out-of-home assets across key locations in the UAE, advertisers have the opportunity to target a captive and affluent audience through BackLite Media’s rigorous identification and evaluation of only prime strategic out-of-home media locations – and installing unique, elegant and technologically-advanced back-lit and digital signboards.

‍

For more information, please contact: info@backlitemedia.com

‍