The integrated cross-platform campaign will run across Metro’s print, tablet, social media channels, plus featuring bespoke weekly Tablet Edition supplements.
A designated travel channel on Metro.co.uk will also provide consumers with the chance to win one of four £500 Expedia hotel vouchers.
Setting out to inspire and drive uptake of city breaks, Expedia recruited a range of local travel experts – ranging from a theatre director to a fashion stylist to a social blogger – to showcase selected cities. These insider’s city guides deliver unique and exclusive travel tips that only natives would know with a view to inspiring future travellers and helping them to make their travel experience count.
Every Monday a different city will be featured in a new editorial column directing readers to the full interactive guide on Metro’s Tablet Edition. The interactive guide will be presented as a mini-mag starring three main features: ‘Host interview’ – essential insider information on the top places to eat, drink, see and stay; alongside ‘The Ultimate Map’ showcasing these places plus addresses and opening times , plus The 48-hour Mission’ – an activity list of must-sees.
This interactive map also allows readers to filter recommendations by desired activity, time of day and author, creating a tailored, personalised experience.
The travel tips and recommendations, along with video, photos, audio and Expedia staff tips, can be accessed across all of platforms and saved as helpful, easy to access archives on Metro’s Tablet and Phone Editions.
“Everyday thousands of people with different passions, different perspectives and different preferences book travel through Expedia and the range of local experts we have chosen aims to reflect this diversity. Through this campaign we will show the many varied experiences that Expedia.co.uk can offer to suit everyone’s individual tastes along with the passion for travel that drives the people behind the brand,” commented Rebecca Mckee, Senior Marketing Manager for Expedia.co.uk.
Expedia will provide special offers to the featured destinations, in addition to supporting the campaign on Expedia.co.uk, via Expedia emails and social channels.
Matt Teeman, Commercial Director at Metro, said: “This interactive, cross-platform campaign offers consumers informative and entertaining content around an area we know they’re hugely passionate about – travel.”
McKee added: “Our customers want to plan and book their travel using a broad range of platforms and channels and we aim to support them in doing, so a multi-platform approach in this campaign was particularly important to us.”
