Outdoor advertising signage master plan for the Dubai Roads & Transit Authority.
Location: Dubai, United Arab Emirates
Client: Dubai Roads & Transit Authority
Project Value: $US 1.2 million
Associated Consultants: Vela VKE, North-West Engineers, Blue Pages
Second Harvest was engaged to develop a comprehensive outdoor advertising Signage Master Plan for Dubai, the first of its kind in the world. Advertising signage within the right of way (ROW), and on associated transportation infrastructure in Dubai, currently generates in excess of $US 100 million per annum for the RTA. The dramatic growth of outdoor advertising in Dubai over the past few years accentuated management voids within the RTA, tasked with balancing revenue generation, traffic safety and visual clutter.
The Signage Master Plan empowers the RTA to develop a sustainable platform for management and growth of outdoor advertising in Dubai, as well as creating a flexible framework for implementation that supports the vision of Dubai as a world leading international city. This project was benchmarked against international best practices in the management, regulation and development of the outdoor advertising industry in 20 of the world’s leading cities.
The Dubai Signage Master Plan encompassed the following:
- Signage data collection and GIS integration
- Design and development of thematic signage zones
- A pricing valuation model
- Development of guidelines and procedures
- Design and development of integrated street furniture concepts
- A master plan
- A training and implementation plan
- Engaged Services:
- Status Quo Analysis
- Industry Overview
- RTA Overview
- Financial and Management Consultancy
- Strategic Planning
- GIS Data Collection
- International Best Practice Studies
