Dubai: Petrol Stations to Adopt Naming Strategy after brands and companies

Emarat's initiative, dubbed 'Project Landmark', introduces a novel opportunity for both local and international companies and brands to associate their names with petrol stations in Dubai and the Northern Emirates.

Launched recently by Emirates General Petroleum Corporation (Emarat), this marketing strategy enables companies to integrate their business models within the service stations, thereby enhancing their visibility and reach.

The concept of naming rights, a form of advertising wherein a company or brand secures the exclusive right to name a venue, building, or facility by paying a royalty fee, lies at the core of 'Project Landmark'. This approach mirrors the successful model adopted by the Dubai Metro, where numerous stations bear the names of local and international corporate entities like Emirates, Onpassive, Abu Dhabi Commercial Bank, UAE Exchange, and Danube.

Emarat boasts a network of 139 service stations spread across Dubai and the Northern Emirates. Eng. Ali Khalifa Al Shamsi, the Director General of Emarat, expressed that 'Project Landmark' serves as an innovative business platform for companies to engage with customers and offer services aligning with the UAE's high standards of excellence.

Al Shamsi emphasized that the initiative transcends mere commercial objectives, representing a strategic ecosystem fostering unique partnership models. He highlighted the pivotal role of customers as key contributors to the success of this endeavor, further positioning them as vital economic stakeholders contributing to the attractiveness and prosperity of Dubai and the UAE.

'Project Landmark' is envisioned to empower partners by providing long-term investment opportunities and a platform to enhance their presence in the market. Additionally, Emarat ensures that its service stations are equipped with state-of-the-art facilities and that employees receive comprehensive training to deliver world-class services that exceed customer expectations. Through these concerted efforts, 'Project Landmark' aims to redefine the service station experience, offering a seamless blend of commercial viability and customer-centric excellence.

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