The Dubai Taxi Corporation, DTC, at the Roads and Transport Authority, RTA, has kicked off a promotional campaign to raise public awareness of taxi services.

The campaign, which runs until June this year, is part of DTC's strategic objectives aimed at acquainting the public with the DTC services on offer, improving the operational efficiency of the fleet and enhancing DTC's image amongst community members, passengers and clients in realisation of its vision: "Pioneers in Passenger Transport Services".

"This marketing campaign includes a cocktail of promotional materials highlighting the services of the DTC, comprising Airport Taxi, VIP Taxi, Disabled Taxi, Hala Taxi, Ladies and Families Taxi, Hybrid Taxi, and In Safe Hands Taxi. The campaign aims to create awareness in the public about the corporate identity of DTC's red-top cabs in a bid to offer more convenient services, and meet customer needs by offering reliable, accurate and on-time services," said Abdullah Ibrahim Al Meer, Director of Business Development at the DTC.

"The DTC has an extensive fleet of taxicabs consisting of 4,512 vehicles, which accounts for 47.2% of taxicabs operating in Dubai. As the DTC aims to carry more than 80 million passengers in 2015, it has started by educating cab drivers about these services by means of internal circulars and the Drivers Training and Qualification Centre at the DTC. It also opted to raise the awareness of the public and customers through posts on DTC's Instagram account (@DTC_News), RTA social media channels, press releases, interviews with the media, updates of the website and publications provided at RTA service outlets at metro stations, Dubai Airports, and customer service centres," he continued.

The DTC has teamed with a local daily newspaper to distribute these publications in both Arabic and English.