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RTA, Hypermedia grant Landmark Group naming rights of two metro stations
Max Fashion and Centrepoint to benefit from high-impact, high-tech and interactive digital experiences

August 2021

Landmark’s Max Fashion and Centrepoint maximize on their reach and exposure by gaining naming rights for two main metro stations.


Dubai’s Roads and Transport Authority (RTA) partnership with Hypermedia has moved to a new level with granting the naming rights of two metro stations, Al Rashidiya and Al Jaffiliya, to Landmark Group’s brands Max Fashion and Centrepoint.
The agreement provides Landmark, the leading retail group in the region, with the opportunity to benefit from significant advertising assets and accomplish significant exposure for its brands at two of Dubai’s prime destinations.
This endeavor allows Landmark to maximize its reach via high-impact, high-tech and interactive digital experiences, resulting in optimal engagement rates and high revenue opportunities.

Max Fashion taking over Al Jaffiliya Station.

“This agreement is an important step towards establishing a strategic partnership with Landmark Group, especially at Al Jaffiliya Station, which will be renamed as Max Fashion, and Al Rashidiya Station, which will be renamed as Centrepoint. These stations have strategic significance as Al Rashidiya is the starting station of the Red Line, and Al Jaffiliya Station is a vibrant business destination. Thus, it offers an excellent opportunity for the group to align its brands with key destinations in Dubai,” said Ibrahim Al Haddad, Director of Commercial and Investment, Strategy and Corporate Governance Sector, RTA.
“RTA is always keen to develop innovative partnership models that offer strategic opportunities to companies, especially domestic ones, to display and promote their brands in Dubai, a vital trading and business hub and a key destination for visitors and tourists from all over the world,” noted Al Haddad.
“RTA believes the private sector has a vital role to play in stimulating the domestic economic growth through sharing knowledge and expertise, which will generate job prospects across the board. We are therefore focused on forging long-term investments with the private sector. Through advertising resources of partners, RTA managed to set up smart and innovative promotional platforms that entitle partners to exclusive and premium opportunities for engagement with public transport riders and residents of the neighborhood.
“RTA has reached an advanced stage with all the existing partners of the metro stations naming rights and considers them an integral part of Dubai’s transportation system. RTA will endeavor to ensure the sustainability of these partnerships, as more will be unveiled in the following years,” added the Director of Commercial and Investment, RTA.

Centrepoint granted naming rights of Al Rashidiya Station.

“We are thrilled to partner up with Landmark Group’s brands, Max Fashion and Centrepoint, in an initiative that is set to optimize growth and exposure opportunities for the leading retail group in the region”, said Habib Wehbi, Chairman and CEO of Hypermedia.
“This strategic partnership will achieve a positive impact through establishing a creative media ecosystem for Dubai Metro riders, and accomplishing significant milestones in the world of advertising and marketing”, Wehbi added.
“I would like to take this opportunity to commend the RTA in providing such an effective and integrated system that truly connects the city and its people in the Emirate. The Dubai Metro has been one of the city’s most sophisticated facades that has changed Dubai’s landscape. By taking the naming rights of the two very popular metro stations, our very loved brands, Centrepoint and Max, can get even closer to our customers and connect with them through new and innovative experiences.” Renuka Jagtiani, Chairwoman and CEO, Landmark Group.