Thursday 03 April 2008

'Survival packs' new DM campaign from Metro

The Metro newspaper series has distributed 'survival packs' in an effort to attract advertisers to its pages.

The free paper has sent more than 2,000 Metro Survival Packs as part of a new direct marketing campaign to media agencies and potential advertisers, reports mad.co.uk.

Included in the packs are items such as a coffee flask containing Kenco Fusion sachets, highlighting the paper's successful partnership with the coffee brand.

Also included will be a wind-up mobile phone charger (representing their contract with Vodafone) and a plain white t-shirt (H&M).

After launching in London in 1999, the Metro, which is owned by the Associated Newspaper group, is now distributed in 14 urban centres in the UK, including Manchester, Birmingham and Leeds.

Commenting on the new campaign, Abi Slater, head of marketing at the Metro, said: "The Metro survival pack is a fun and engaging way of showing our agencies and advertisers the great results some of their campaigns have achieved.

"We feel the variety of examples we have included shows the innovation and flexibility of our advertising solutions - hopefully the pack will come in useful for any office-drama situations too."

Category: Marketing campaigns

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