Metro - Targeting Urbanites

Background

This year Metro celebrates its 10th birthday. Launched in the UK in March 1999 with 85k copies a day, Metro is now in 16 cities and distributes 1.3 million copies per day reaching over 3 million readers. Metro’s competitive advantage comes from being a morning paper. It reaches commuters at a time when they are refreshed, receptive and information-hungry; giving them the content they want (unbiased snippets of the serious as well as the fun stuff).

Every morning Metro captivates its own unique ‘Urbanite’ audience (busy, 18-44 ABC1s who like to spend their hard earned cash going out) who are notoriously harder to reach via other traditional media. Once they get to work, Urbanites can also visit metro.co.uk for their latest fix of news, ‘what’s on’ as well as games and competitions. This makes commuters (Urbanites) and subsequently Metro, with its unique distribution based around the consumer lifestyle, a very attractive choice for (our target audience) media planners.

Our main objective working with Metro is to remind urbanite-hungry media planners of this unique engagement with Urbanites. This audience is cynical and media savvy which is why we need to ensure our creative approach is always effective, original and engaging. The work we have done for Metro includes digital, experiential (including competitions), trade advertising, virals, brand films and some truly original and engaging DM packs.