On Wednesday, His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai has taken to Twitter to deliver the good news, announcing the launch of seven new metro stations as promised. He announced Route 2020 with a tweet saying “نقول ما نفعل.. ونفعل ما نقول.. هذه دبي.. which translates to “We say what we do … And do what we say … This is Dubai”, referring to how the Emirati government has always kept its promises. With the leadership and direction of The Government of Dubai, The Roads and Transport Authority (RTA) has turned to the billboards of Dubai to display the historical quote of the Sheikh to be seen on premium highways as an official announcement and also a celebration of the great achievement. The visuals portray His Highness wearing a surgical mask, as moving forward does not mean slacking back on his duty of being a role model of discipline to the Emirati people. At the same time, the ad copy writes the iconic quote. The advertisement was seen on Hills Advertising’s digital out-of-home screens (DOOH) displayed in Sheikh Zayed Road to provide the best visibility and exposure needed to spread the word in Dubai, UAE.
