Metro will be celebrating the launch of the Jeep Renegade with a campaign rooted in print that highlights exciting and unconventional events across the UK and encourages Metro readers to ‘Be Renegade’ wherever they are.
The spotlight will be shone on people and places that defy convention, commissioning writers to create content covering activities, venues and events that are happening in and around the city, both in London and nationwide. Editorial content will feature all kinds of everything from unusual dining experiences to bike polo, Zombie SWAT training to night golf and much more, says Metro.
Additionally, Metro has designed bespoke integrated advertisements and a fortnightly newsletter which will be sent to Metro subscribers with offers and competitions, as well as the chance to attend one of three exclusive Jeep events. A monthly Tablet Edition feature will also deliver a round-up of the previous month’s features, as they have appeared in print.
The partnership has been created by Metro’s in-house creative agency, Story and follows research which revealed 45% of Metro readers intend to buy a car in the next year and they’re more likely than average to associate driving with “a sense of freedom” and “adventure”.
Sophie Robinson, Creative Director, Metro said: “From unique events to bespoke integrated display, every element of this partnership with Jeep is exciting. It represents the kind of win-win-win we try to deliver with Metro Story wherever we can – a brilliant new regular for our readers, a real plus for the paper and a campaign that hits all the client objectives.”
The Renegade marks Jeep’s first foray into the small SUV category and combines best-in-class off-road capability with unmatched on-road precision, say the manufacturers.
Damien Dally, Jeep Head of Brand, said: “Metro is a hugely popular publication up and down the country and we’re excited about working with the team on some truly exciting campaigns. The Jeep Renegade is an exciting and unconventional vehicle so we couldn’t think of a better way to celebrate the launch than encouraging Metro readers to unleash their inner Renegade!”
