VCCP creates celebratory campaign for Metro's 10th Birthday

7th March 2009

On the 16th March 2009 it will have been 10 years since the first copy of Metro landed in commuters' hands. Launching in 1999 with a day one distribution of just 85,000 copies, Metro now circulates over 1.3 million and has a daily readership of over 3.3 million across its 16 major urban areas. Quite an achievement. To celebrate VCCP have created a retrospective consumer and trade campaign. The creative shows some of the key people and characters that featured in the paper's headlines over the last ten years in a visual timeline - so you'll see the 'Posh-est' bride and groom in 1999 through to bike clip wearing Boris in 2008 all travelling in the same tube carriage.

The integrated campaign includes an online movie, a trade and consumer press ad and a DM piece that was targeted at key media contacts. Abi Slater Head of Marketing at Metro says 'We wanted to use our birthday to thank the readers, advertisers and partners who have contributed to our success. The campaign takes a retrospective look back over our last ten years and is done in a very Metro way.'

Matt Rantell at VCCP says, 'Metro reaching 10 years is a fantastic achievement and this campaign celebrates some of the best bits that we have all enjoyed along the way. A very fitting campaign for a great brand.'