This idea is archived

Target 2m readers with Metro's Rough Guide travel supplements!

Provided by Metro (Associated Newspapers)
Our readers love traveling so we created our "Experience Series" with special edition Rough Guides featuring travel ideas.

Tell us about the Opportunity / What is it?

In the UK, Metro distributes 1.3 million copies per day and has over 2 million readers. Metro is distributed on public transport networks (trains, trams, buses, underground) and in high-traffic commuter zones. Metro is designed to be read in about 20 minutes and contains bite-sized national and international news wrapped around local information - entertainment previews, listings, weather and travel. Our readers love travelling so we created our "Experience Series" - special edition Rough Guides featuring travel ideas.

What is the Marketing Objective?

To build awareness of your brand.

How does it work?

Bespoke 96 page Rough Guide booklets are created for the client and hand merchandised in London/ national mainline stations (up to 100,000 copies at up to 15 stations). Highlights from the book are then reproduced in a 4 page feature inside the paper (either London or national depending on the package) and every reader can download a copy of the book from our website. Depending on the package, traffic drivers may also be included. Through Metro's unique relationship with Rough Guides we can work with your brand to create a book on almost any topic.

Who's used it in the past?

So far we have produced four Metro Rough Guides - '50 Great Travel Experiences', '51 Great American Experiences' and '50 Great European Experiences'- all for the Post Office. We also ran one for Canon '50 Great UK Events 2008'

Features / Benefits

This is a great way to strengthen your travel message amongst your target market by appearing in a relevant context. Gives massive stand out.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£101k to £250kUrbanites: ABC1 18-44 year old city dwellers
16 - 24
25 - 34
35 - 44
All Genders
AB
ABC1
LOCAL MEDIA
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBUILD AWARENESS
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