Throughout the games, Metro will be expanding on its current mobile, online and morning tablet and print offerings with a preview guide, weekend editions and a PM Tablet Edition.
Metro’s London 2012 preview guide launches today, with the publication’s biggest ‘brand to hand’ distribution ever. 240,000 copies of the 300,000 printed editions will be hand distributed across 2 days in London. The 40 page Berliner size publication will provide a day-to-day guide to the Olympics and features advertising activity from official games partners such as P&G, Coca Cola, BP and British Airways.
Metro plans to promote its weekend editions and digital editions across the Olympic period with advertising support across London. The campaign aims to drive awareness of Metro’s availability outside of the weekday morning commute, driving awareness of the shift to a seven day a week proposition for the duration of the games. With a primary focus on the print and digital editions (tablet and iPhone), there will be additional messaging that alerts consumers to the twice-daily availability of the Tablet Edition.
The campaign will launch across outdoor, radio, mobile and social channels. Metro will also be using its own platforms to promote its expanded suite of products. Weekend outdoor activity will focus on digital 6 sheets and escalator panels across London’s National Rail and underground stations. Radio activity will run on stations such as Capital, XFM and Heart on Fridays and Saturdays to drive awareness of the expanded product suite.
This activity will be complemented by geo-fenced SMS messaging. O2 More customers will be prompted to pick up a copy of the weekend edition when in proximity to London Underground stations where printed copies are available. Additionally, smartphone banner advertising will run to drive subscriptions to the newly launched iOS Phone Edition.
Bryan Scott, Marketing Communications Director, said: “As the Metro team gears up to deliver a fantastic breadth of Olympics coverage throughout the games, we want to ensure that our urbanite audience know exactly how and where they can consume our content. This unprecedented celebration in the capital gives us a great opportunity to showcase our new products, allowing urbanites to come to us more frequently throughout the day to make the most of their Olympic experience.”
The campaign has been planned and bought by MediaVest.
