Emap And Metro Partner For Mini Cross-Promotional Deal
Starcom Mediavest has brokered an innovative promotional deal that will see Emap Advertising and Associated Newspapers join forces to raise awareness of their individual Metro branded products.
The partnership will see Emap’s Metro 97.1 FM radio station promote the launch of Associated’s Metro newspaper in Newcastle at the end of this month. The ‘Live In It To Win It’ promotion will challenge four Metro radio listeners to live in a branded Mini for five days for a chance to win the car.
The promotion will also attempt to cash in on the forthcoming launch of Channel 4’s Big Brother by taking on a reality-TV twist. Metro listeners and readers will be able to view the contestants online at metroradio.co.uk and vote for who they want to win.
Commenting on the promotion Dan Locke, broadcast innovations manager at Emap Advertising, said: “We are very pleased to be involved in such a fun, creative campaign that will definitely promote talkability around the two name-sake brands. This promotion demonstrates how a local heritage station such as Metro radio can really punch above its weight for a brand such as Metro Newspapers.”
The popularity of free-sheet newspapers has been on the increase recently and in March it was revealed that titles such as Metro are now read by almost 20% of the urban population in eleven cities across Europe (see Free-Sheet Newspapers Continue To See Readership Rise).
In an attempt to capitalise on this success Associated Newspapers recently announced plans to launch its Metro free-sheet in Bristol, Bath, Leicester, Derby and Nottingham, placing it just behind the Sun, the Daily Mail and the Daily Mirror in terms of distribution (see Metro UK Launches New Editions In Five New Cities).
The latest promotion forms part of the Metro’s ‘News At The Speed Of Life’ campaign, a brand awareness push beginning in Newcastle and due to spread to other Metro-serviced areas within the year. Karen Wall, marketing director at the company, said: “As part of our campaign we wanted to create a unique promotion in Newcastle that was fun and involving for our urbanite readers – Live in it to win it definitely does that” (see Metro Finally Replaces Grant As Marketing Director).
Emap: 01733 568 900 www.emap.co.uk Metro: 0207 963 7729 www.metro.co.uk
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