Metro Newspaper

Brief:

Create a transport advertising poster campaign and strapline that cuts

through the visual noise of the everyday commute to promote Metro

newspapers.

Tone of Voice:

Friendly, engaging, fresh, fun.

Target Audience:

Metro’s readers are called Urbanites. A typical Urbanite is aged 18-44 and

falls under the ABC1 socio-economic demographic, reflecting their higher than-

average income. As a person they are in full-time employment

and live or work in an urban area in the UK. They love their cities and city

living. They are time-starved, media literate and love new trends.

Considerations:

• Promote Metro to readers as the best way to get up to speed with the

latest news in the morning.

• Increase warmth towards the Metro brand.

• Get readers to think about Metro as a personality rather than a product/

utility.

• Ensure Metro is the first choice and encourage loyalty to the brand.

• Most commuters follow a set pattern in travelling. Successful work will

demonstrate how the response can stand out from the noise and grab

the attention of the passing person.

Mandatory Requirements:

• Create a strapline that can be used across consumer facing activity.

• A minimum of 3 poster executions, which show how the strapline can

be incorporated into a campaign using a selection of transport media

(bus sides, tube/bus panels, 6 sheets at stations/bus stops etc).

• There is the option of creating 1 execution for an interactive or

moving image poster site for display on an LCD/LED screen as you would

find in a railway station, airport or tube station. This can be a finished

design or storyboard presentation.

• Include Metro’s logo and website and adhere to branding guidelines

• Ensure ideas work nationally across Metro’s 16 urban areas.

Further Information:

www.metro.co.uk/advertising

www.metro.co.uk

Deliverables:

Work mounted onto a maximum of four A3 Boards and. You must also

upload a digital copy of all work entered.

Background

Metro is the UK’s 3rd biggest weekday newspaper with around

3.5million readers. Distributed in 33 cities across the UK it differs from

paid-for newspapers by having no political agenda.

The paper is designed for a busy working audience who want bite sized

news, sport and entertainment plus information on things that are

relevant to their lifestyles, such as fashion, food and travel.

As a morning newspaper it’s designed to be read during the

commute to work. The average time spent reading it is 30 minutes.