DOM International is taking billboard advertising to new levels with plans to erect a series of 100ft StarMast boards across Dubai. This will extend the amount of outdoor display space available to businesses. The company took the decision to press ahead with the project after winning the contract with Dubai Internet City (TECOM) in the New Dubai Area.
Akbar Sha Abbas, DOM International’s Executive Director, said the new free zone contract has confirmed the company’s position as a leader in innovative outdoor advertising solutions. “This contract, along with some others awarded to us by Dubai Municipality, confirms the success of our approach, which can be summed up as ‘if you don’t innovate and invest, you slide out of existence’,” Mr Abbas said during a press conference today to announce the contract.
“It is not easy to explore new approaches to the world’s oldest medium. We have researched message delivery vehicles, scoured the world for the finest outdoor advertising mediums and the StarMast is the fruit of our efforts,” he added.
DOM International has invested “serious dollars” in the towering boards – the first of their kind - that can carry five times the advertising space of traditional hoardings. The StarMast is three-sided and will become the focus of attention for commuters on the Sheikh Zayed and Al Sufouh roads and visitors to the Internet City and New Dubai Area.
Dubai Municipality has awarded the company a five-year contract for the lamppost and bridge graphic advertising.
The company had earlier caused a stir on Dubai’s streets when it mounted the country’s tallest billboard, featuring boxing legend Muhammad Ali, at the Strand Cinema road junction.
“DOM International has invested in the outdoor industry and these investments are beginning to pay off because our advertisers see the value of the services we provide,” Abbas said. “Outdoor advertising’s ability to sustain awareness over a period of time is greater than that of other media.
“The times have changed and methods used to reach consumers have evolved, but the fundamental principles of outdoor advertising remain the same: a simple idea can cut through the clutter and deliver a message that is powerful and relevant. That is the sustaining power of outdoor advertising.”
DOM International is soon to move to its own larger premises in the Al Quoz area. (menareport.com)
© 2004 Mena Report (www.menareport.com)
