Metro International Teams With BA To Promote London
Metro International has teamed up with British Airways to launch a campaign to promote London as a tourist destination across its free-sheet newspapers in five major European cities.
A special four-page supplement will run in Metro editions in Stockholm, Paris, Milan, Prague and Lyon to promote British Airways’ flights to London. The special editions will include a London themed cover and will promote a range of the capital’s key cultural highlights.
The European papers will also include a full-page advertorial everyday of the week, daily London weather forecasts and a guide to entertainment in the capital. The campaign is designed to reinforce British Airways’ position as the airline that is “closer to London.”
In addition to the print activity, the campaign will utilise a range of outdoor ad initiatives, with talking posters in Milan and Stockholm, as well as use of round poster formats and mega-sites.
The campaign will also have a strong online presence and each city’s edition will run a daily competition to win a break for two in London to be entered via a BA microsite on the Club Metro website.
Commenting on the campaign, Jeremy Phillips, of Metro International, said: “Working on such an imaginative brief from a major global brand has been rewarding in every sense! This amazing campaign is the result of close collaboration between client, creative agency, media agency and media owners, all contributing unique expertise and innovation”
Earleir this year mobile marketing company Flytxt launched the first ever SMS ad campaign for British Airways, to raise awareness of its official travel partnership with the Rugby World Cup (see BA Teams With Flytxt For First SMS Campaign).
Metro International: 0207 016 1300
Recent Press Stories from NewsLine Daily Telegraph Makes First Foray Into Cinema Advertising IPC’s Loaded Appoints Daubney As New Editor Wallpaper* Appoints First Ever Marketing Manager
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left