Metro Directs Readers To London’s Bars And Clubs

Associated Newspapers’ Metro title has teamed up with Mobile Commerce to provide location-based SMS services to help users find the nearest pubs and bars in London.

Users of 02 and Vodafone mobile phones will be able subscribe to the service to receive SMS messages directing them to the nearest relevant bars and pubs. It will also be possible for users to specify the type of bar desired, with keywords including: late, lesbian, pull, eat and spenders.

Scott Sprint, cross media planner at Metro, commented: “The media industry has seen a shift in the way customers are expecting to access news and information. Customers have less leisure time and like to do things on impulse. They are also more than aware of technological advances and therefore demand information when and where they need it and on a variety of platforms that includes mobiles.”

The service is part of a wider strategy at Metro to provide stronger SMS services to readers, and a database for advertisers. Earlier this month Metro appointed 12Snap as its preferred mobile marketing partner (see Metro’s Advertisers To Target Readers With Text).

Metro‘s managing director, Mike Anderson, was recently appointed managing director of the Evening Standard following the departure of Sally de la Bedoyere, who stepped down after 17 years at Associated Newspapers (see Evening Standard Managing Director Steps Down).

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