Project Landmark Allows Companies to Rebrand Petrol Stations
The right to name Dubai’s service stations will go to the highest bidder in new strategic partnership model.
Brands are coming to Dubai’s petrol stations. Project Landmark, a new initiative launched by Emirates General Petroleum Corporation (Emarat), will allow companies to bid for the naming rights of service stations. Those who successfully win their bids will not only get to name service stations after their brands, but will also have the opportunity to integrate their business models within the petrol station.
Emarat is one of the UAE’s top petrol service providers, serving more than 8,000 vehicles every day. The company’s service stations offer customers the opportunity to refuel their cars and recharge themselves with amenities that include restaurants, toilets, and prayer facilities. This project offers companies the opportunity to rebrand stations around Dubai and across the Northern Emirates. Brands that secure the naming rights for these stations will gain new access to Emarat’s customers through delivering services and leveraging spaces at the service stations. In turn, Emarat hopes that this initiative will enhance the experiences of customers as they interact with these brands.
Project Landmark ushers in a new model for strategic partnerships between Emarat and both local and international brands. It is similar to an initiative launched by the Dubai Roads and Transport Authority (RTA) in 2009, in which companies were able to purchase the naming rights for metro stations.
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