Advertising Takes A Ride On The Dubai Tram

Advertising Takes A Ride On The Dubai Tram

Venture Communications Launches an Innovative Dubai Tram Campaign

7^th July 2015: Venture Communications, part of Verse Group, a full-fledged communications agency located in Dubai, launched a tactical advertising campaign for Falconcity of Wonders on the Dubai Tram, the newest media vehicle in Dubai City. Being the first real-estate company to advertise on the tram, the main aim of the campaign is to connect in a distinctive way whilst reaching out to the brand’s desired target audience.

With a vision to create a new wave of awareness, Venture Communications marketed Falconcity of Wonders ‘Western Residence’ featuring their key villas- Aegean Villa, Santa Fe Villa and New World Villa. The new outdoor campaign includes branding on the entire Dubai Tram promoting their offer of pay only 10% and move into a home in Western Residence. The campaign’s idea focused on appealing to women was executed after a well thought-out plan backed by research data of how UAE women play an important role as the decision makers in buying their dream home. The concept using the Dubai tram also centers on the fact that it runs across one of the most sophisticated, upmarket areas of Dubai which hosts a lot of high-end consumers, expats and business personnel, who formulate the vital legion of Falconcity of Wonder’s audience.

Venture Communications is the brain child behind this campaign who carefully examined the key objectives of the brand and how to effectively reach out to the target audience. The agency has always been at the forefront of using creative and original media solutions for their clients. Venture Communications is previously known for their campaigns that focused on a series of advertisements on cars convoys for a luxury watch brand and also, the first agency to use Dubai air conditioned bus shelters for an IFD drink brand. The agency added another feather to its cap with this new campaign for Falconcity of Wonders that aimed at a new and innovative advertising vehicle in Dubai to grab the attention of the target audience in the most inventive way possible.

Alstom’s tramway system starts operation on the world’s first 100% catenary-free line

A delivery ahead of schedule in Dubai

Alstom’s tramway system starts operation on the world’s first 100% catenary-free line

On 12 November,

His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince, Chairman of the Executive Council inaugurated the Dubai Tram yesterday, in presence of His Highness Sheikh Maktoum Bin Mohammed Bin Rashid Al Maktoum, Deputy Ruler of Dubai, Vice Chairman of the Executive Council and His excellency, Mattar Al Tayer, Chairman of the Board and Executive Director of Roads and Transport Authority (RTA) and Henri Poupart-Lafarge, President of Alstom Transport.

This full system project - that was assigned to Alstom by Dubai Roads and Transport Authority (RTA) - was launched to foster multimodal transportation use and to reduce traffic congestion and pollution. This first Tramway in the entire Gulf region is expected to serve about 27,000 passengers per day and is anticipated to hit about 66 000 by 2020.

His Excellency, Mattar Al Tayer, Chairman of the Board and Executive Director of the Roads and Transport Authority (RTA), said: “The Dubai Tram is a brainchild of His Highness. Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, to provide an advanced transport system. When RTA was created in 2005, His Highness ordered to have an integrated and comprehensive solution for the area in order to accommodate the huge urbanization projects in the neighborhood, particularly the JBR and the Marina and Al Sufouh area ”.

“The tram for Dubai, which we are proud to have handed over ahead of schedule, illustrates Alstom’s strategy to serve all markets with a complete range of solutions while demonstrating our leading position in tramway systems. Thanks to Alstom and RTA’s close collaboration on the project, Dubai’s citizens can now travel aboard one of the most sophisticated and comfortable tram in the world” said Henri Poupart-Lafarge, president of Alstom Transport.

The Dubai Tramway includes many Alstom’s technological breakthrough. It is the first tram in the world able to run in temperatures of up to 50 °C and to withstand harsh climate conditions such as humidity and sandy atmosphere. Equipped with APS ground-level power supply, the system is also the first in the world to be catenary-free all along the line which is 10.6 km long and counts 11 stations. This technology enables perfect integration of the tramway into the cityscape. Lastly, it is the first line to be equipped with air-conditioned stations and automatic platform screen doors.

The Dubai Tram offers high-end comfort. The Citadis tram is 44 metres long and can accommodate 408 passengers in “gold”, “silver” and “women & children” classes. The tram is equipped with real-time passenger information and video broadcasting. To better reflect the city’s image, Citadis tram of Dubai has a distinctive diamond-shaped styling on the front end.

The Dubai Tramway is the eighth system delivered by Alstom in a decade. With seven others under implementation worldwide  including the Lusail tram in Qatar, Alstom is the world leader in tramway systems.

About Alstom

Alstom is a global leader in the world of power generation, power transmission and rail infrastructure and sets the benchmark for innovative and environmentally friendly technologies. Alstom builds the fastest train and the highest capacity automated metro in the world, provides turnkey integrated power plant solutions and associated services for a wide variety of energy sources, including hydro, nuclear, gas, coal and wind, and offers a wide range of solutions for power transmission, with a focus on smart grids. The Group employs 93,000 people in around 100 countries. It had sales of over €20 billion and booked close to €24 billion in orders in 2012/13.

RTA awards contract to construct 4 air-conditioned pedestrian bridges for Dubai Tram

RTA awards contract to construct 4 air-conditioned pedestrian bridges for Dubai Tram

Roads & Transport Authority – Mohammed Al Munji:

The Board of Directors of the Roads and Transport Authority (RTA), chaired by H.E. Mattar Al Tayer, Chairman of the Board and Executive Director, endorsed the award of a contract to construct 4 covered & air-conditioned footbridges for Dubai Tram users. Two bridges will be constructed over Al Safouh Street to serve tram users and residents at both sides of the Street, and the other two will link Tecom zone with the locality in the opposite side of the street as well as the Dubai Marina Mall, thus providing safe transit means for street crossing in those busy areas.

“The construction of new projects stems from RTA’s keenness on improving and upgrading main roads network in Dubai city, maintaining the safety of pedestrians, linking business and residential neighbourhood, and minimizing run-over accidents. All of these new bridges will be covered, air-conditioned and fitted with electric elevators/escalators. They also boast of architectural design patterns compatible with the eye-catching designs of the tram coaches and stations as well as the urban appearance of residential units at the locality. Attention has also been made to offering high levels of convenience to users through the installation of lifts and slipways for wheelchairs users among special needs and seniors,” said Al Tayer.

“The RTA assigns paramount attention to road users, particularly pedestrians, and is keen on providing safe transit means for them while crossing roads. Positioning the bridges was guided on traffic studies built on the intensity of population movement between the two sides of the street, locations of corporate & retail facilities, and sites that saw increasing number of run-over accidents (black points).

“The RTA has so far constructed 94 pedestrian bridges, including footbridges of the Dubai Metro stations. Work is up-and-running in the construction of 11 bridges, 7 of which have been opened and the remaining 4 are set for opening as early as next month. According to its master plan for pedestrian bridges and traffic safety, the RTA will release a tender for constructing 7 pedestrian bridges this year,” added Al Tayer.

It is worth-mentioning that the RTA has approved last year a plan for constructing 17 pedestrian bridges in 2013 – 2016 spanning various vital locations in Dubai Emirate. In the initial stage (2013 – 2014), 9 bridges will be constructed costing about 45 million dirham. Bridges spread over a number of vital areas, namely: two footbridges at Bani Yas Road (one near the building of the Dubai Municipality), and a bridge at each of Damascus Road (near the Public Library), Al Mina Road, Baghdad Road, Al Maktoum Road, Al Khawaneej Road (near Arabian Center), Al Khail Road (near Al Qouz Industrial Area), and a bridge near Emirates Towers.

In the second phase (2015 – 2016), 8 footbridges will be constructed in several key locations, namely: two bridges at Al Awir Road, and one bridge at each of Amman, Meydan, Damascus, Al Khawaneej, Al Quds and Doha Roads. Among the bridges recently completed by the RTA is a pedestrian bridge over Al Saada Street opposite to the Dubai World Trade Center (Conventions Center), spanning 92 meters and fitted with two lifts at each side in order to handle the huge number of visitors of the Center. Two bridges have also been completed; the first is over the Sheikh Mohammed bin Zayed Road (near the Fruits & Vegetables Market at Al Awir) stretching 100 meters, and the second is near Workers Accommodation at Muhaisnah spanning 86 km.  

RTA Chairman of the Board and Executive Director called on citizens and residents of Dubai to use footbridges & subways designated for crossing roads, and urged drivers to abide by the speed limits and slowdown at the approaches of pedestrian crossings for their own safety and the safety of road users.

Captions:

-      Mattar Al Tayer

-      Pedestrian bridges serving Dubai Tram stations

RTA starts trial run of Dubai Tram on 2.5km-long track

RTA starts trial run of Dubai Tram on 2.5km-long track

Roads & Transport Authority - Mohammed Al Munji:

The Roads and Transport Authority (RTA) has yesterday (Sunday) embarked on the technical trial run of the Dubai Tram on a track extending 2.5 km from the Tram Depot at Al Safouh.

H.E. Mattar Al Tayer, Chairman of the Board and Executive Director of the RTA, was delighted with this step which is considered a milestone in the construction of the Dubai Tram project, adding that the technical trial run would continue till the official operation of the tram service in the final quarter of this year. The test track would be expanded in the near future to cover the entire tramway, he noted.

“Road users will start to see the Dubai Tram on the move on roadsides at Al Safouh, Jumeirah Beach Residence and the Marina. The tram track will intersect with vehicular & pedestrian traffic at certain points; which warrants motorists in particular and road users in general to be more attentive and compliant with the rules and regulations governing the tram operation, and adhere to the directional signage in place to ensure streamlined traffic movement,” explained Al Tayer.

“During the experiment the tram moved at varying speeds and tests were conducted covering the safety systems, power propulsion of tram carriages, brake system, sudden braking during emergencies, ground electrical feed along the tram track, overhead power feed used in the Depot, and the tram’s doors operation.

“During the technical trial run, tests were conducted to ensure the readiness of the train along with the functioning and performance of all control systems under all conditions. Tests covered a wide range of issues such as the air-conditioning system, electrical feed & braking system, coupling of tram coaches, disconnecting power supply, rail surveillance & control system, and testing the train under normal as well as emergency conditions,” elaborated Al Tayer.

“The technical trial run made for the tram in the depot was all success. The tram moved smoothly without wobbling or noises as it is powered by ground electrical feed stretching along the track. The Dubai Tram is considered the first of its type outside Europe powered by ground feed with no catenary cables involved,” he further added.

The Dubai Tramway extends 14.6 km alongside Al Sufouh Road, and the initial Phase of the project envisages the construction of a 10.6 km-long track starting from the Dubai Marina and stretching up to the Tram Depot near Dubai Police Academy. The Tram network comprises 17 passenger stations, 11 of which are covered under Phase I and spread across activity and population density areas along the tramway. The fleet comprises 11 trams in the initial phase, and 14 trams will be added in Phase II to make a total of 25 operating trams. The tram is expected to lift about 27,000 riders per day at the start of operations in the initial phase in 2014, and the ridership is bound to pick up to hit 66,000 riders per day by 2020.

Each train measures 44 meters in length and has a capacity to accommodate about 300 riders. The Tram has a First Class (Gold Suite) and one cabin designated for ladies & children as well as a Silver Class cabin. The tram's carriages & stations will have deluxe interior finishing, and feature state-of-the-art technologies in the transmission and display of entertainment materials, with a passenger platform extends 44 meters. The terminal is fitted with a glazed barrier extending along the platform and automated opening & shutting doors, along with automated fare collection systems.

The tram track basically extends at grade level along Al Sufouh Road but rises in an elevated section passing across certain parts of Dubai Marina due to the urban constructions in the locality. It links up with the Metro system at 2 stations, namely Dubai Marina and Jumeirah Lakes Towers via footbridges to facilitate the mobility and exchange of passengers between the two transit modes. The Tram will also be linked with the Monorail of The Palm Jumeirah at the entrance of the Palm from Al Sufouh Road to facilitate passenger movement between districts served by both modes.

Al Sufouh Tram is considered the world's first tramway project powered by a ground-based electric supply system extending along the track, thus obviating the need for catenary cables. It is also the world's first tramway that uses Platform Screen Doors in passenger stations fully synchronized with the tram's doors opening and shutting mechanism, providing maximum convenience, safety and security for passengers, and at the same time protecting the quality of the air-conditioning in the interior of both stations and carriages from external climatic conditions.