Agency change signals regional expansion ambitions.
MENA Dubai-based Right Angle Media the company investing $204 million in Dubai's first ever city wide Design Build Operate Transfer bus shelter contract is planning further expansion across MENA.
GMR can reveal that the OOH specialist is in advanced negotiations in Egypt, Turkey, Saudi Arabia, Jordan and Morocco for city-wide, transit advertising concessions. The news follows its split with PR agency Buchanan and appointment of MCS Action.
"We felt that MCS Action as part of Action Global Communications Group, has the regional presence we require to cater to our MENA wide requirements," Right Angle CEO Raman Multani told GMR.
Each of Right Angle's shelters - which will carry advertising - is air conditioned at an ambient temperature of 22 degrees. Extra utilities such as ATMs and vending machines are also under development while future plans include including blue tooth capabilities in certain areas.
When asked which advertisers were particularly suited to the medium Multani said: "The bus shelters are a pan-city Broadcast medium, ensuring the highest reach and frequency for any advertising message. By virtue of the fact that the medium is situated at bus stops, it is exhibiting display space in the most highly trafficked pedestrian and vehicular areas of Dubai."
Etisalat was the first advertiser but since then banks, fashion and malls have signed up, added the company which is on schedule for 1000 fully operational shelters by year end.
"More and more will use public transport which means more relaxed eyeballs available to see the advertised messages. This will improve message retention and improve the efficacy of out of home advertising," said Multani. Right Angle Media is a subsidiary of India's Laqshya group.
© Gulf Marketing Review 2008
