Metro has launched a new campaign promoting the power of real-life experiences for brands with an immersive IRL x URL breakfast event.
This week, more than 100 clients and media agency partners attended Art Academy in Bankside, London for a fresh take on how brands should now show up in the real world.
Messaging centred on the idea that as digital life expands, real world experiences matter more than ever – especially in cities, where people discover moments online, experience them in person, and share them back online again. It happened against a backdrop of live music, including a harp performance from Metro’s own Formats Producer and Creator, Oliva Ter-berg.
Experimental psychologist, Charles Spence joined Metro Explains Editor and Social Video News Lead, Anna Staddon, for a fireside chat on the value of physical experiences over digital ones. Specialising in sensory integration, he explained how different environments shape our attention.
Exclusive insights revealed digital channels are optimised for speed and discovery, while print and physical environments foster slower, sustained engagement. The tactile nature of print can boost focus and recall. The most effective ecosystems blend both and enable brands to use each medium to maximise impact.
Metro Editor-in-Chief, Deborah Arthurs hosted a panel of city experts featuring Broadcaster, TV and Podcast Host, London alongside Metro’s Commercial Video Lead, Chris Buswell and Commercial Director, Jo Mazenko.
The discussion explored why culture is resurging IRL, the role cities play in accelerating it, and what brands must understand to engage effectively, added Metro. Remel’s advice to brands was to join the conversation, but listen more to build genuine connections, not just sell.
Deborah Arthurs said: “People no longer separate physical and digital life, they move seamlessly between the two. From Gen X to Gen Z, city audiences discover, share and act fluidly across print, social and real-world experiences. They’re seeking moments that feel tangible, social and culturally meaningful, from food and fashion to events and community.
“Metro doesn’t just report on culture, it moves with it, connecting brands to audiences in moments of momentum and real-time relevance that shape modern city life.”
Jo Mazenko added: “We know that in cities, attention moves faster. Constant exposure, recommendation culture, and urban immediacy mean people can discover something in the morning and experience it that same day. Metro enables brands to reach audiences at that point where awareness turns into action, moving people from noticing to doing, browsing to buying.”
Closing the stage, A Taste of the City saw Metro Drinks Editor Rob Buckhaven and Lifestyle Reporter Courtney Pochin explore the rise of ‘functional drinks’. Guests sampled new alcohol-free brands and screen-printed tote bags with event partners, Print Club London.
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