Texaco

Trade Objective

Raise awareness and understanding of the Metro brand to media agencies, clients, creative agencies and opinion formers and communicate the following messages:

• Metro is a national brand
• Metro works and is a very flexible creative medium
• Metro communicates with Urbanites (Around 2 million people across the country read Metro every week day. Half of Metro's total readership are classified as Urbanites. Urbanites are generally aged between 18-44 in full time work - this makes Urbanites and subsequently Metro with it's unique distribution based around the consumer lifestyle, a very attractive choice to advertisers)

Consumer Objective

• Build value around the Metro brand and strengthen relationships with Urbanites in order to deter possible new entrants into the market place
• Maintain current readership profile