Yet more billboards for Dubai

The infestation of billboards in Dubai is set to get even worse, after DOM International announced plans to erect a series of 100 foot wide signs across the city.

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By  Neil Denslow Published  July 11, 2004

The infestation of billboards in Dubai is set to get even worse, after DOM International announced plans to erect a series of 100 foot wide signs across the city. The massive hoardings, which will be supplied by StarMast, will be centered on the New Dubai area around Dubai Internet City (DIC). “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,” says Akbar Sha Abbas, DOM International’s executive director. “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 adds. “DOM International is proud to have been given the opportunity to introduce this revolutionary outdoor signage.” The three-sided StarMast boards will be erected on Sheikh Zayed Road and Al Sufouh Road, as well as within and around DIC. DOM already has lamppost-mounted light boxes and bridge banners across many parts of Dubai, including on Sheikh Zayed Road, the Grand Hyatt stretch and both Maktoum and Garhoud bridges. However, the growing number of billboards in Dubai had attracted criticism from leading figures in the region’s advertising industry even before this new announcement. A few months ago John Deykin, managing director at brand management firm, tmh, told Arabian Business: “Dubai has the opportunity to develop a model city for the region, but it irks me the way it is being destroyed by an over preponderance of signage… This [growth of billboards] is another example where people are making a bomb by getting a cut and selling every bridge, building or lamppost, rather than just making a shilling and leaving the bridge as an architectural masterpiece.”

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