Metro Extends Advertising Deal With British Airways
Metro International has extended its deal with British Airways to promote London as a tourist destination after the previous campaign prompted a 49% increase in flight bookings to the UK capital.
The renewed deal will see British Airways increase its advertising investment with the Swedish-based fee-sheet publisher by 150% throughout 2004. Activity will also be extended from five to seven edition of the title in Amsterdam, Stockholm, Madrid, Barcelona, Paris, Milan and Rome.
The campaign will continue the central themes of last year’s initiative with a combination of traditional advertising, features explaining how to get the best out of London, competitions to win flights to the city and trips on the BA London Eye.
As well as extensive in-paper activity, Metro International will also dress its hand distributors as various London icons. The move will see the Queen, beefeaters and policemen distributing the paper on the streets of the target cities.
The central investment with Metro will once again support an extensive locally-booked outdoor campaign designed to motivate people to go to London. Other planned activities include a range of London-themed events to take place across Europe.
Commenting on the initiative, Greg Miall, Metro’s pan-European advertising director, said: “We are pleased that BA has re-signed for 2004/2005. This campaign is a great example of how media owners, agencies and clients can work together to deliver a fantastic result. We are confident that the end result will be even stronger this year.”
Earlier this week, research commissioned by Metro International revealed that almost half of all 18 to 34 year-olds living and working in major European cities now read a daily free-sheet newspaper every week. The study found that younger consumers are increasingly turning to free-sheet newspapers as they find traditional paid-for titles less appealing (see Free-Sheets Read By Half Of All Young Metropolitans).
Metro International: 0207 016 1300 www.metro.lu
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