The opportunity was awarded by Metro following a competition inviting its media agencies to pitch for the chance to take over all three platforms on one given day.
The activity takes full advantage of the current cross-sell opportunities with Metro and Mail Brands UK, where advertisers can reach 30.6 million people in one go – that’s 7.6 million ahead of the closest competitor. It’s also a huge 11.4 million millennials and 81% of the UK’s 18-44 year old working ABC1s, says Metro.
Airbnb was picked as the winner from over 150 entries received from the 15 London media agencies Metro visited with its Breakfast Club roadshow throughout July and August. Senior Precision Executive, Reece Bowden from Starcom Mediavest, wanted to generate consideration and persuade audiences to become an air bnb host.
Barbara Feeney, Head of Trade Marketing at Metro said: “We’re really pleased that Airbnb is the first brand to cover wrap Metro and take over the home pages of Metro.co.uk and MailOnline all at once. Our urban brand platforms are ideal for Airbnb to reach city professionals with a wide range of interests and community interest groups. Working with Mail Brands UK now affords us an incredibly strong cross platform proposition for advertisers.”
