LONDON: The Saudi Arabian government has hired MHP Communications to promote a multi-billion-dollar public transportation project.
The agency won a pitch to assist with communications for the Riyadh Metro, which is reportedly the largest public transportation project taking place in the world.
The firm was hired by the Arriyadh Development Authority, the government planning body for Riyadh, the capital of Saudi Arabia.
The contract is for devising and delivering a multi-disciplinary communications program for the authority, from the early stages of Riyadh Metro's high-profile global procurement process to its construction and development.
The work, which has just begun, is expected to last about four years and involve billions of dollars in 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 prompting behavioral change among Riyadh drivers, and ultimately encouraging use of the public transportation system.
MHP head of corporate Mark Cater is leading the project, supported by a client team based in both Riyadh and London.
“The Riyadh Metro project is a significant moment for the ADA and the people of Riyadh. Our communications program will help maximize understanding among local communities and regional and global influencers of the unprecedented opportunities brought by this world-class public transport system,” said Cater.
The Riyadh Metro project will introduce six subway lines, a city-wide bus system, and park-and-ride facilities to a city with little public transportation infrastructure.
King Abdullah of Saudi Arabia selected the ADA to manage the construction and implementation of a world-class public transportation system in Riyadh.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.