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ADVERTISING CAMPAIGNS

Metro ‘Media Muscle’

Agency: VCCP

Client: Metro Newspaper

VCCP has created a new trade campaign for Metro to remind advertisers about Metro’s key strengths and abilty to deliver response in tough times. The campaign breaks on 16 September, 2008.

Print work will run in the marketing and media trade press and will be followed by a bespoke DM piece which will be sent to 3000 media agency contacts.

The campaign aims to educate and refresh media agencies, clients and creative agencies about Metro’s unique proposition - its significant and valuable urbanite audience of 3 million daily readers and its success at delivering response.

It features examples of recent successful campaigns that have run across the Metro portfolio.

The work visually represents the scale of Metro’s 3 million daily readers and the strength of its unique urbanite audience by reflecting the sorts of imagery seen in body building magazines.

VCCP has taken the tone and imagery of these magazines and has applied them to the Metro business in a fun and informative way.  In one of the print ads we see a male body builder in a typical pose but holding a copy of Metro with the headline, ‘Flex your media muscles’.  The direct mail piece will follow the same format.

Head of Marketing at Metro, Abi Slater,  said,  “We’re really proud of Metro’s latest impressive set of figures and we know how well Metro is working for our advertisers. VCCP has created a great campaign to deliver that message and hopefully put a smile on a few faces”

AJR
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