The agency won a pitch to assist with comms for the Riyadh Metro, claimed to be the largest public transport project currently taking place in the world.
It was appointed by the Arriyadh Development Authority (ADA), the government planning body for Riyadh, the capital of Saudi Arabia.
The brief is to devise and deliver a multi-disciplinary comms programme for the ADA, from the early stages of Riyadh Metro’s high-profile global procurement process through to its construction and development.
The work, which has just begun, is expected to last around four years and involve billions of pounds of investment.
MHP, which is part of Engine Group, will engage Saudi, regional and international audiences.
Its focus will be on generating support for the project during the construction process, building awareness and effecting behaviour change among Riyadh’s car users, and ultimately encouraging uptake of the public transport system.
MHP’s head of corporate Mark Cater is leading the project, and a dedicated client team based in both Riyadh and London will work on the brief.
Cater said: ‘The Riyadh Metro project is a significant moment for the ADA and the people of Riyadh. Our communications programme will help maximise understanding among local communities and regional and global influencers of the unprecedented opportunities brought by this world-class public transport system.’
The Riyadh Metro project will introduce six metro lines, a city-wide bus system and park and ride facilities into a city with little existing public transport infrastructure.
The project has been driven by King Abdullah of Saudi Arabia, who selected the ADA to manage the construction and implementation of a world-class public transportation system.