Meraas and Backlite Media extend advertising partnership to four Dubai destinations

Al Seef, City Walk, La Mer and The Beach to now benefit from the technicolour advertising displays BackLite Media have been bringing to Meraas’ destinations for three years

BackLite Media’s CEO Bill Fordyce (R), and Head of Destinations Ahmed Emam (L) stand near one of many large-format, high-resolution LED screens at The Beach, a Meraas leisure destination.

Meraas and BackLite Media today announced an extension of their advertising partnership to now include the new destinations of Al Seef, La Mer and The Beach in addition to City Walk.

This new long-term agreement will extend the advertising partnership beyond 2023. The first deal was struck between the two companies in 2016.

The new agreement will provide advertisers in the United Arab Emirates (UAE) with the latest digital out-of-home technology, and an unrivalled opportunity to reach the ever-burgeoning tourist inflow and residents through the very latest, and most captivating advertising solutions around today.

Bill Fordyce, CEO of BackLite Media, said: “For the first time, Meraas and BackLite will provide a city-wide media program that features state of the art digital advertising offerings, making it more efficient for local, national and international brands to engage with the large number of visitors to Meraas’ retail, entertainment and dining destinations.”

Sally Yacoub, Chief Malls Officer of Meraas, said: “This extension to our advertising partnership with BackLite will ensure that our popular destinations continue to benefit from the atmospheric and vibrant advertising display technologies that BackLite has developed in the region in recent years.”

Meraas manages a wide-ranging portfolio of modern urban destinations to create an active and engaging lifestyle experience for Dubai’s residents and travellers with its integration of entertainment, retail and residential spaces. Its investment in new technologies is vital to creating these modern-day experiences for visitors and residents alike.

Founded in 1996, BackLite Media is the leading out-of-home advertising company in Dubai and manages the most iconic and premium outdoor signage on Sheikh Zayed Road. Through the partnership with Meraas, BackLite Media also has become a leading digital signage operator providing impactful advertising solutions to many of the largest advertisers in the Middle East.