RTA METRO LAUNCH EVENT 2009

Proposal By

Artaaj Events

Metro Launch

• Artaaj Events – A Dubai enterprise is proud to present to the Roads and Transport Authority our

comprehensive event design for the opening of it’s new metro system by His Highness Sheikh Mohammed bin Rashid Al Maktoum UAE Vice President, Prime Minister and Ruler of Dubai. We would welcome the opportunity to present our ideas at a later stage.

CONTENTS

The Launch VIP Event Public Event Pre-Event & Support

1. THE LAUNCH

EVENT CHRONOLOGY

EVENT SCHEDULE

• Public Area at Trade Center Station Opens06.30 pm

• Build up for the launch event starts- large screens broadcasting the action06.35 pm

• VIPs assemble at the Mall of the Emirates Station08.15 pm

• VIPs Tour the Exhibition at the Mall of the Emirates Station08.20 pm

• UAE flags draped station set08.30 pm

• Projection of live feed onto buildings08.30 pm

• VIPs board the Metro for the Inaugural Journey08.55 pm

• Live feed from onboard the inaugural journey08.55 pm

• Train approaches at Trade Centre Station09.06 pm

• HH Sheikh Mohammed pushes a button to release the draping at the Station09.09 pm

• Hologram of HH Sheikh Mohammed pushes a button at Trade Center Station09.09 pm

• Station unveiled – large draping lowered09.10 pm

• Train arrives at Trade Center Station09.10 pm

• VIP guests disembark the Metro Train09.11 pm

• Official Speeches start09.14 pm

• Dubai Metro Show Begins09.25 pm

EVENT SCHEDULE

• Metro Show Ends with a building sized painting09.55 pm

• Festival of light begins – Light Metro Train through Trade Center bound for Jebel Ali Station09.56 pm

• Tracks of the Metro Light up as the Metro Train passes by 09.56 pm

• VIP guests invited to VIP Suhoor at Trade Center10.00 pm

• Replay images of projections of the grand event finish10.30 pm

• Pack down of public event at Trade Centre begins 10.35 pm

• VIP’s event finishes12.30 pm

• Pack down concludes stations and all areas cleared for opening04.00 pm

EVENT SCHEDULE

VENUE

• Artaaj Events has researched venues and stations along the Metro route and

concludes that Trade Centre and Mall of the Emirates are the best locations to base

the event. Ideally Trade Centre will be our primary focus with the inaugural journey

taking the VIPs from The Mall of the Emirates to Trade Centre where the celebration

will be centered.

• In the event of the current building work at The World Trade Centre being

incomplete we will reverse the journey making the primary location Mall of the

Emirates and the Burj Al Arab the venue for our VIP events.

• The venues were chosen on the basis of their location, landmark status and

convenient parking/accessibility for all guests (public and VIP).

1830-2030 hrs

• Public area at Trade Centre Station opens

• Build-up starts, large screen broadcasts the action

• Either on the North bound lane on the Sheikh Zayed Road (which would require closure for 6-10 hours) or with less disruption on the Service lanes around Trade Center (again closure of some roads will be necessary)

OVERHEAD OF RELEVANT AREAS/STATIONS AND MAPS

• Diagram/google map of where we are planning and what is going

where, point out where sky divers will land etc.

Trade Center Station

Dubai World Trade CenterSuhoor EventVIP

Area

Publ

ic V

iew

ing

Area

Publ

ic V

iew

ing

Area

OPTION 1

OPTION 2

Dubai World Trade Center

Suhoor Event

Trade Center Station

VIP Area

Public Viewing

Area

Publ

ic V

iew

ing

Area

• VIP ASSEMBLY & METRO GALLERY– VIP’s assemble at Mall of Emirates Station

– VIP’s tour exhibition at Mall of Emirates Station depicting the building of the Metro

2015 hrs

METRO GALLERY

• We propose the design and construction of

a semi-permanent installation telling the

story of the construction of the Metro.

• The gallery will showcase the different

stages of development and act as a tribute

to this unique feat of engineering.

• It will feature interactive screens, images

and 3D models.

• During the launch the VIP guests will be

given the first tour of the gallery (by an

RTA official).

2030 hrs

• LIVE FEED– carries images of VIP party touring exhibition on 10 landmark buildings

TV COVERAGE

• A film crew will cover the VIP’s launch

experience and beam pictures back to

the live screen at World Trade Centre

and to the 10 buildings we are

projecting onto. This will allow the public

to follow the ceremony at every stage.

• World media and TV channels will also

be able to pick up the live feed for the

UAE television and world news. We have

an international TV consultant lined up

to co-ordinate the live outside

broadcast.

2055 – 2106 hrs

• INAUGURAL METRO RIDE– VIP party aboard the Metro for the inaugural journey

– Outside film crew on board with VIPs

– Images of the party are shown live at Trade Centre and across Dubai

INAUGURAL METRO RIDE• The VIP guests will take the

inaugural Metro Train Ride alongside

HH Sheikh Mohammed.

• The Metro will travel from the Mall of

the Emirates to the World Trade

Center where the Metro will park

outside the station awaiting Sheikh

Mohammed’s official opening

• A First Class Compartment will be

used.

STATION DRAPING

• A series of options are available to create a smooth unveiling and removal of the

giant flag.

• Our preferred option is to have an electromagnet mechanism with a manual back

up in the event of malfunction.

• Closer inspection of the station is required to ensure the best possible and

dramatic reveal.

• A custom made flag is to be specially commissioned for the launch, we envisage

this becoming part of the exhibition at Mall of the Emirates Station after the

launch.

2107 hrs

• STATION CONCEALED– Trade Centre Station draped in giant UAE Flag

• Live Feed & Hologram – Live feed & hologram of HH Sheikh Mohammed on board appears on the Trade

Centre Stage

2107 hrs

2109 hrs

• Station Revelation– On board the Metro, HH Sheikh Mohammed pushes a button to release the flag

and reveal Trade Centre Station as the VIP Train pulls in

HOLOGRAM PROJECTION• A 3metre holographic image of His

Highness pushing the button will

appear on stage at the Public area

of Trade Centre as if beamed live

from the Metro carriage.

• OFFICIAL SPEECH– The chairman of the RTA, and key individuals will offer their thoughts and

emotions on the launching of a great icon in the world of transportation.

– These speeches will be projected on to the buildings at the public event and shown on television screens across the world.

2114 hrs

2125 hrs

• THE SHOW– Show and images beamed live

– The story will be told through graceful movement, building-sized painting video and light projection as Trade Centre becomes a canvas for a truly creative experience.

– It will involve around 50 performers and artists and it will be set to classical music

THE DUBAI METRO STORY – LIGHTING THE WAY• This is an original production written

specifically for the Metro Launch

• The Story (090909)

– A pearl diver (1799 at the beginning of

Dubai history) dives in the ocean and he

brings back to the surface a pearl that

turns into the planet Earth...

– 9 pearls spring from this earth, fly away

and land on 9 different places of the

planisphere.

– Thanks to different means of transport and

chiefly to the Metro, these 9 pearls will

come back to Dubai:  a world city junction

and a link between human beings…

THE STORY - RATIONALE• The show will feature the 4 elements that are the mark of the interior

design of the Metro stations. 1) Water through the diver and the sailing

boats 2) Air through the falcons and the planes 3) Earth through the horse-

riders  and 4) Fire with the final firework display.

• Finally, the symbolic nature of the figure " 9 " will be highlighted. 090909

the Metro Inauguration. This figure symbolizes a means of communication

with the world and the union to the metro, the land and the air worlds

(which are in harmony with the topography of Dubai Metro) as well as the

achievement of a creation and the beginning of a new era.

2155 hrs

• THE SHOW CLIMAX– building-sized painting of Sheikh Mohammed, the Metro and UAE Flag is

unveiled

2156 hrs

• THE FINALE– As a Metro Train Approaches Trade Centre from Al Jaffliya Direction, an

unmanned laser lit Metro passes through Trade Centre bound for Jebel Ali

– The train will be visible many kilometers away

Jebel Ali Station

Train Of Light

• The Metro arrives at Trade Center Station for the Launch

• Starting the sequence of events to launch the stations and metro to the world

• The train of light will then travel through Dubai to Jebel Ali

Al Jaffiliya Station

• Lighting and Pyrotechnics– Outside of the stations along its route pyrotechnics make the tracks appear on

fire!

– Lighting up the Dubai skyline for 40km – a world first

– The Metro will be visible many km away – creating iconic imagery

SAFETY AND TECHNICAL ADVICE • After consultation with the world’s foremost pyrotechnic expert we are

reassured that we can create this effect safely and with no restriction

to the Metro. He and his team are genuinely excited by the prospect of

this ambitious project.

• There will be no obstacles on the tracks at any time and pyrotechnics

will be a safe distance from the Metro

• Lighting and Pyrotechnics– The Metro Train is transformed into a shining laser beacon cutting through the night

sky as the track lights up in its wake.

– The effect on the train is created by using a series of lasers and powerful lights on the inside of the Metro. Our preference is to also use external lights on the outside of the Metro - although we acknowledge this is not permissible at present.

CONCEPT SUMMARY

• Iconic Imagery during the event

• The station is draped in giant UAE flag.

• On the Stage at Trade Centre public area a 3metre high holographic image of HH. Sheikh

Mohammed will push a button as if live from onboard the Metro and officially open the

Metro stations.

• Through video and light projection onto buildings; aerial artist movement and a building-

sized painting - a world class entertainment created specifically for the launch event with

over 50 artistes will tell the story of the Metro and Dubai to delight a live open air and TV

audience.

• The Metro train is transformed into a shining laser beacon cutting through the night sky

with the tracks being lit by pyrotechnics in its wake.

• Live feed 10 video projection of the launch onto Dubai’s landmarked buildings will create

a cityscape that will become alive with Dubai Metro – Lighting the Way.

2. THE VIP EVENT

VIP SUHOOR EVENT

• A Suhoor event will be held

inside Sheikh Maktoum Hall of

the World Trade Center

• This will allow the international

guests enjoy the Arabian

Hospitality and culture

• Express the respect and

celebrations for the GCC leaders

who join the event

DIGNITARIES

• What dignitaries are we targeting?

– Leaders of the GCC

– Heads of state

– Chief business leaders

Once we have a list we can assist the

official channels as required

• Protocol for invitations

– Invitations for these dignitaries will

need to be arranged by the

– HH Sheikh Mohammed’s

office as protocol requires

VIP ENTRANCE

VIP EVENT ENTERTAINMENT

In celebration of Ramadan,

traditional Arabic instruments will

be played as background music

• Qanoun Player

– Great entertainment which fills

the air with a scent of soft Arabic

music

– Elegant and sophisticated to set

the tone

• Oud Player

– This traditional sound will fill the

pre function area

VIP SERVICE

• VIP service for the guests will

include:

– Dedicated butlers and

hostesses

– Assist with food and beverage

– Making sure the tables and

venue are pristine at all times

and that all VIPs are given

individual care and attention

– Silver service from Dubai’s top

5 star caterers will be

used

VIP GOVERNMENT RELATIONS TEAM• A dedicated government

relations team will be put in

place to deal with all protocol

and enquiries

VIP TRAVEL AND LOGISTICS• Artaaj Events recognizes that heads

of state and ministers will make their

own travel and security arrangements

• For other RTA guests Artaaj can

arrange for flights into Dubai

• Private jets and planes can be

arranged for comfort and VIP service

• Limousine service to collect and

transport VIP Guests

VIP ACCOMMODATION

• Artaaj can offer a range of

accommodation services for the

RTA’s invited guests.

• These include hotel booking

and liaison

VIP TECHNICAL RIDERS

• All technical riders and VIP

requirements will be specially

handled by Artaaj Events

• All needs and requirements for

VIP guests will be catered for

SECURITY

• Security personal will be available at

any time in both the indoor Suhoor

event and the outdoor grand stand

area

• Protocol and regulations for security

will be followed before the event as

well as addition precautions through

the event

• We are experienced at working

alongside the Dubai Police force

3. THE PUBLIC EVENT

PUBLIC LAUNCH SUMMARY

The public launch event will take place outside the DWTC in the open areas designated (see earlier map)

At the time for the launch, the public will have the opportunity to view the giant holographic image of HH Sheikh Mohammed pushing the button and unveiling the Metro station from under a UAE flag

This will be followed by a unique visual display telling the story of the metro and Dubai through creative use of images and light

The public will be in prime position to view the train of light run through Trade Centre

All the action will be broadcast onto large screens hanging from the surrounding buildings

END OF PUBLIC EVENT

• Once the launch of the metro

has been completed

• A dedicated pack down team

will be dispatched to make

safe and clean up the public

area

PUBLIC VENUE INFRASTRUCTURE• Special measures will be taken to ensure

the safety of the public Dubai at all times

• Security guards will be on hand to

maintain order and discipline

• Barriers will be placed on Sheikh Zayed

Road to concentrate the public in certain

area to maintain control and to enhance

camera footage from press and media

• Ambulances and paramedics will be

available to assist with any public at any

stage

• Special area will be allowed for to separate

the crowd into smaller group to manage

more easily

EVENT ENHANCEMENT ELEMENTS• Hostesses and promoters

– To assist the crowd and create

atmosphere and energy

• Food stalls

– Food for guests to enjoy

• Water stalls

– To keep guests hydrated throughout the

event

• Toilets

– Will be arranged to be discrete and

behind the scenes for the public

• Clean up crew

– To ensure the area surrounding DWTC is

cleaned and ready for use on the 10

September 2009

PUBLIC GIVE A WAYS

• Branded items will be given to the

public that attend the event

• These items many creating light

will highlight and emphasize the

event

– Branded Caps and t-shirts

– Glow sticks

– Lights to join in the entertainment

with

– UAE flag scarves (luminous)

– Small UAE flags for the public to

wave as the metro launches

4. PRE-EVENT & SUPPORT

PUBLIC AWARENESS

• We have started to put

together a plan in which to

build public awareness around

the event

• See the following slides for

details around a campaign

that could be used in

conjunction with ‘My Metro’

SUPPORTING PR

• Event slogan

– It’s Time

• This event slogan will be create anticipation and be a supporting element for the

launch event

• This slogan may be used in all supporting PR and marketing to create symmetry

with the advertising campaign and launch event

– Dubai Metro - Lighting the Way

• This logo will be created to capture the theme of the launch event and showcase

the festival of light that the Dubai Metro will bring

– Synergy

• Artaaj will work in conjunction with Saatchi & Saatchi

• Our vision is to synergize the event with all PR and Media

SUPPORTING PR

Various media to reach the public will be utilized

This advertising will be used virally to create anticipation for the event and to cover the

launch post-event

Media such as YouTube, newspapers, radio and print media

RAISING PUBLIC AWARENESS

• A series of competitions will be run to get the Dubai Public involved in the launch of the

Metro

• These competition will generate revenue for the RTA before the launch event

• To enter the competition, the public will need to purchase a year pass for the metro

• The competition will include winning a golden ticket that will entitle that member of the

public the first ride on the Dubai Metro!

• The public will stand the chance to experience the launch of the Dubai Metro with the VIP

guests and take the initial journey with them

• This competition will reach all walks-of-life and bring all of Dubai together

DIGITAL CLOCK IMAGERY• Concentrating on the date and

the facts in numerical format

to highlight the achievements

made by the RTA and to

create a great impact for those

watching the launch

CREATING ANTICIPATION

CREATING ANTICIPATION

Image :-

END