Al Oula Radio Brings Emirati Voices Back to the Streets of Dubai
Along Dubai’s Al Wasl stretch, a new face joins the billboards. Not a product or a developer, but a frequency. 107.4 FM-Al Oula Radio appears in bold Arabic calligraphy, framed by its tagline “An Emirati, Heritage, and National Radio Station". The billboard carries a calm authority: a group portrait of Emirati presenters dressed in traditional attire, standing as a collective symbol of pride, culture, and continuity.
This campaign marks Al Oula Radio’s first OOH appearance in the UAE, and it reads like a quiet statement rather than an ad. The layout is simple, stretched into a beige background soft enough to echo heritage tones, with the station’s frequency, logo, and slogan anchored neatly beside the group. No flashy gradients, just a design that honors restraint and clarity, much like the content the station is known for.
Founded under the Hamdan Bin Mohammed Heritage Center, Al Oula Radio’s mission is rooted in preserving and amplifying Emirati traditions in poetry, storytelling, and local memory through a distinctly national lens. The creative direction mirrors that purpose perfectly: nostalgic yet refined, connecting the radio’s voice to the rhythm of the city that raised it.
The campaign appeared in the first week of October upon uni-poles.
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