The partnership will see the leading children’s charity’s ‘Little Stars’ initiative supported by cross-channel, multimedia activity across MailOnline and Metro launching this week and running through October, November and December.
The NSPCC ‘Little Stars’ Christmas campaign allows donors to name an individual light in honour of a loved one in exchange for a suggested sum of £5. Together, the thousands of lights will make up a dazzling Christmas display on the UK’s busiest shopping street.
Mel Scott, Chief Revenue Officer, Mail Brands UK said: “This partnership with the NSPCC is another great example of our ability to use best-in-class cross-platform solutions to engage our huge audience and we’re excited to be chosen as the exclusive media partner for such a worthwhile and inspirational Christmas campaign.”
Sophie Robinson, Creative Director, Metro said: “When Ted, our editor, and I saw the idea OMD and NSPCC had to sell off the Christmas lights there was no question about us being involved. It's a really inspiring way to allow all our readers to do something great for children this Christmas. It's a big project and we have the force of every department behind it. When the lights get switched on in November, Metro will be taken over by stars editorially and all our advertisers are getting involved too.”
The exclusive media partnership, brokered by OMD UK, has been designed to raise awareness of the Little Stars initiative and drive donations before and after the display is officially lit up on November 7th.
Activity will include a MailOnline homepage takeover and logo morph, a series of native articles and a variety of impactful and innovative ad formats across print and digital.