Dubai (UAE): The Roads and Transport Authority (RTA) launched its initiative "Ask the RTA" in the highly popular Malayalam daily "Malayala Manorama" in an effort to promote and introduce RTA projects, activities and services to customers among the Indian Keralite community in the UAE.
Peyman Younes Parham, Director of Marketing and Corporate Communication Dep't at RTA Corporate Support Services Sector said, "This cooperation is part of initiatives and extensive media campaigns recently launched by the RTA through several media outlets spanning daily papers as well as radios & television channels with a view to establishing a linkup with the public and mass media. It is also a part of RTA strategy and drive to provide the latest information about the RTA.
"In culmination of this understanding and coordination between Marketing and Corporate Communications Dep't and Malayala Manorama, the Paper set off this cooperation by publishing a column twice a week that features the most frequently asked questions on any projects or services offered by the RTA to the public.
"It is our responsibility to find the best and easiest means to communicate with our audience. We are glad to be featured in the most read Malayalam daily-Malayala Manorama as we are assured a wide reach of the Keralite population who otherwise are mostly communicated with languages other than Malayalam, primarily Hindi-the national language. We have observed that most of the Keralite population is not well versed with other languages.
"Through this initiative we have the opportunity to enhance our Corporate Social Responsibility of educating large masses who account for almost 25% of the inhabitants of the UAE. Twice a week a project or service offered by the RTA is featured and the most frequently asked questions on the project are published. Readers are requested to write down their feedback, questions and suggestions and send them through the e-mail: ' ask@rta.ae '. We will respond to these inquiries and suggestions through this e-mail, and upload it through the channels recently opened by the RTA with YouTube and Face book portals, as extra means of interacting with the public, customers and all spectrums of the community, and launching services, awareness campaigns and events.
"We have successfully established this initiative for over a fortnight and featured projects & services of the RTA such as Abra, Water Bus, Dubai Metro Project, Toll Gate System (Salik), Public Buses, Air-Conditioned Bus Shelters, and Licensing among others", he added. "We immensely thank Malayala Manorama for its continuous support and cooperation in helping us meets this endeavour. We hope to continue this initiative to reach various nationalities and audiences through their favored mediums as it is the vision of the RTA to establish 'Safe and Smooth Transport for all', concluded Peyman.
Mr. Vinod John of Malayala Manorama said," We are very happy to be associated with this initiative and we are honoured to be selected by the RTA as a primary link with the Keralite community. Through this initiative we can provide basic and factual information on RTA projects & services. We hope to continue this initiative fruitfully and encourage more readers to participate in the 'Ask the RTA' column; which received an excellent response and thus favored by our readers.
He continued: "Malayala Manorama is the largest selling regional newspaper in India with 1.6 million copies distributed everyday. We are targeting the Kerlite community in GCC countries through two editions published in Dubai and Bahrain".
-Ends-
© Press Release 2008
