| Metro’s Urban Tennis at the ATP World Tour Finals |
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 Metro was the official media partner for the 2011 Barclays ATP World Tour Finals at The O2 in London. For the high profile annual tournament that sees the top 8 male tennis players in the world compete against each other, our involvement resulted in an exciting multimedia mix of print, online, social and experiential activity.
In the six months leading up to the tournament, Metro ran advertising in paper and online. As we got closer to the event, Metro produced two editorial supplements for the newspaper packed full of exclusive content and interviews, while metro.co.uk created a dedicated ATP World Tour Finals section on its sports channel. Social media was also involved when Sports Editor Dave Gurney asked readers to supply the questions for an exclusive pre-tournament interview with Jo-Wilfried Tsonga.
At the event itself, Metro created a bespoke, experiential stand space in the Fan Zone, where visitors could play Urban Tennis – a quirky game inspired by miniature golf with an urban twist. Readers were kept up to date with the game each day in the paper and online, with tennis legends like Greg Rusedski, Pat Cash and Tim Henman all stopping past the stand to chat to Metro and compete for high scores!
Click here to see some pictures of Metro’s Urban Tennis at the ATP World Tour Finals. |
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 Metro was proud to bring you EcoVelocity in September 2011 – the UK’s first low-carbon motor festival. Set in the iconic grounds of Battersea Power Station, the four day motoring event brought to life a whole new world of motoring for prospective buyers keen to experience the latest in eco-transport. Much more than just a car show, it proved to be a great day out!
Click here to find out more about EcoVelocity. |
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| Brand Republic Hall of Fame |
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 Metro was recently nominated in the Innovation category for the Brand Republic Hall of Fame. To mark its 10th Anniversary, Brand Republic recognised names from the advertising, media, marketing and communications industries to launch its Hall of Fame.
Recognising the achievements of brands, individuals and businesses that have innovated and succeeded since Brand Republic launched in 2001,it also celebrates those that have made a significant contribution to the media and marketing landscape in the UK over the last decade.
It’s only fitting that Metro should have been nominated in the Innovation category. As a brand that was launched in 1999 as a London only free newspaper, it has come a long way since then. It is now the UK’s third largest national daily newspaper, read by 3.3 million Urbanite readers every weekday morning. An electronic version of Metro, iPhone and iPad apps are also available, whilst it’s website, metro.co.uk currently has over 4.6 million monthly UK unique users and continues to grow. |
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METRO URBAN EYE
THE FUTURE OF URBANITES |
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 Metro always has an eye for the future and as a forward thinking brand we recognise the need to predict trends - before they affect our business.
In order to do this, we recruited hundreds of 16 and 17 year olds to our award winning Urban Life panel and got some of them involved in a bespoke, revolutionary research project. This was designed to bring you new insights which can help you and your clients engage these budding Urbanites in the future.
A selection of our initial findings can be found here. |
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METRO URBAN EYE
A VISION OF THE FUTURE |
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 In October 2010, Metro launched an exciting new event that saw some of the foremost urban minds exploring and providing insight into the future of urban living and culture.
The morning was hosted in the spectacularly striking venue, One Mayfair, an early 19th century restored church in London’s West End, which contributed to it being a unique and inspirational experience for all those that came along.
Click here for more detailed information and to see videos of the event. |
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 Urbanites would rather pay more for an A-List brand than settle for a less premium product.
Trends in today’s society emphasise how vital it is for businesses to understand the concept of ‘cool’ and more importantly, how to apply it to their brands.
Metro A-List is a study dedicated to finding out which brands, products, places and even people are currently considered ‘cool’ amongst Urbanites. It also gives insightful clues about how to push your brand into A-List territory.
Using our own Urban Life panel of 18-44 year old, full time working Metro readers, the research highlights the current trends of ‘cool’ in society, delves into finding out what makes certain brands A-List, how Urbanites discover these brands and why it’s so important fro brands to be considered premium in modern society.
Some key findings from the A-List research:
- 47% of Urbanites are willing to pay more for a cool brand, versus 38% who aren’t
- The most important factors to becoming an A-List brand are to excel in being stylish, innovative and original
- 53% of Urbanites consider ‘word of mouth’ to be the main tool for finding out about cool brands. A brand must have ‘talkability’ and relevance in today’s society
- ‘Cool’ in itself is losing its cool – research provides plenty of current, alternative words to use!
- Top performing A-List brands include Apple, Diesel, Lady Gaga and Aston Martin
Contact your Metro rep to find out more about this study on the current ‘cool’ urban landscape. |
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| BEHIND THE IDEA GETS BEHIND THE BATAK |
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 The people that bring you the Behind The Idea page every Tuesday went on the road in the summer of 2010, touring London’s creative houses with its Batak wall. In a challenge that measures exactly how reactive and alert you are, individuals and agencies were pitched against each other in a bid to win some great prizes, with Work Club and CHI both finishing in a tie for first position at the top of the leader board.
Visit www.metro.co.uk/behindtheidea to find out how you could see your creative work in Metro, with newspaper space on Behind The Idea page every week. |
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 Metro is proud to be sponsoring the D&AD Student Awards 2010. We're challenging students to create a transport advertising poster campaign and strapline that cuts through the visual noise of the everyday commute to promote Metro newspapers.
The D&AD Student Awards programme is the design and advertising community's award for those looking to break into the industry, and is embedded in curriculums in over 1,000 colleges and courses around the world. It aims to find the best new talent for the industry and put creativity high on the agenda in the higher and further education curriculum on a global level.
Winning a DA&D Student Award marks you out as one of the best, giving you the confidence and the platform to enter your chosen career path with the recognition you deserve.. Creatives the world over value D&AD Awards above any other as they are seen as the benchmark for creativity. Top prize winners receive the coveted Student Yellow Pencil.
Click here to learn more about the D&AD Student Awards.
  To celebrate Metro delivering to 3.5 million young, affluent, working Urbanites every weekday, we delivered over 4,600 breakfasts to our agency contacts and entertained almost 300 clients at our pop-up café that opened in London for two weeks in September.
Congratulations to Jacquelyn Moulds from Zenith who won the Vespa LX that was on display in our trendy café.
Alternatively, click here to download your own case
studies as PDF's.
In January, Air Metro visited 13 different agencies in London and Manchester.
£43,000 worth of holiday vouchers were given away to some of our lucky clients.
click here to see the video of Mediavest flying Air Metro
 Metro unveiled the innovation, ideal for those readers who miss out on picking up a free copy at stations across the country, last month and has emailed its database with introductory newsletters.
Each morning subscribers to e-Metro will be sent an email inviting them to view the day’s edition of Metro. Readers will be able to select their viewing preferences and share, at the click of a button, the day’s e-Metro with friends and colleagues.
“e-Metro combines the strengths of digital publishing, the familiarity of our newspaper format and a simple delivery method to provide readers with a convenient new way of enjoying our quality content,”
Metro operations director Stuart Wood.
As Metro loves being at the heart of the city, we thought we'd tell our story by painting it on a wall in the heart of London. So, we commissioned a team of artists to paint the Metro mural over the course of a rainy and windy week in April 2008.
It covers everything from the conception of the Metro idea and UK launch, to our definition of Urbanites and our green initiatives.
We've turned the photos from the mural into our very own Metro 'Brand Book', ideal for everyone not familiar with us.
Click here to see the wall or Click here to see footage of it being created. |
