VISIT FLORIDA

Metro worked with Visit Florida to promote Florida tourism and get Metro readers interested in traveling there.

The marketing campaign consisted of several elements, including:

  • Readers sweepstakes – readers had the chance to enter to win a free trip to one of several destinations in Florida. The sweepstakes were promoted with print ads, email blasts and social media posts.
  • Full page and quarter page print ads – Visit Florida received full page print ads as well as full page and quarter page ads promoting the sweepstakes.
  • Travel section sponsorship – Visit Florida sponsored the Travel section in Metro, which included their logo in the folio of each page in the section.
  • Editorial coverage – Metro writers worked with Visit Florida to produce editorial articles about Florida travel and tourism. A full page Visit Florida ad ran opposite the editorial story.

Overall the campaigns were big successes! The multiple sweepstakes have garnered more than 12,000 entries. The print ads have received almost 67 million impressions across Boston, New York and Philadelphia!

Aruba

Aruba sought to position the country as an ideal and inviting travel destination for people living in the Boston, New York and Philadelphia metropolitan areas.

The campaign consisted of several high-impact solutions:

  • One full-page advertisement in Metro’s 3 editions
  • Adjacent full-page dedicated editorial on Aruba produced by Metro editorial staff
  • Exclusive sponsorship of the Travel Section including Aruba’s logo in the header of entire travel section
  • Editorial article published on metro.us

Metro capitalized on its exclusive audience of city-dwellers interested in travel.

 

Northern Ireland

When Visit Ireland wanted to encourage people to travel to Northern Ireland and enjoy all it has to offer, they came to Metro to promote it in Boston, New York and Philadelphia.  The campaign is part of an effort to attract American tourists to Northern Ireland.

The campaign consisted of:

  • Cover wrap in Metro Boston, New York and Philadelphia
  • 2 full page ads in all 3 cities on 6/9 and 6/23
  • Editorial travel story on Ireland in the travel section
  • 4-page editorial supplement in print

Metro demonstrated once again its ability to raise awareness and promote brand-consumer connection.

Air France KLM Pop Up Store

Air France KLM Pop Up Shop

Objective

Announce and garner publicity for KLM Pop Up Shop in New York City June 25-27, where people can win prizes, enjoy Dutch-themed food & beverages.

Campaign 

Front page, back page and Entertainment section full page ads in Metro New York on June 24-25.
Cover 1+2 in Metro New York on June 26.

Results

Despite the short timeline and inventory constraints, Metro was able to accommodate successfully KLM’s flash campaign.

St.Petersburg Clearwater

St. Petersburg Clearwater

St. Petersburg Clearwater sought to increase awareness as an ideal winter vacation destination and encourage people to visit and soak up some sunshine as winter took full hold of the Northeast.

The campaign consisted of several high-impact solutions:

  • 7 cover 1+ 2 ad in Metro Boston and Metro New York
  • 7 bottom banners placed in the Entertainment section of the paper
  • 6 site skins on metro.us

Metro capitalized on its exclusive audience of city-dwellers interested in travel. The campaign reached over 2.8 million people in Greater Boston and New York or 1 in 6 adults 18+ in the universe. It delivered 20 million print impressions. The site skins delivered a CTR of 0.92%, over 10 times the industry average.

Visit Brazil

Embratur, the Brazilian Tourist Board, teamed up with Metro US to promote Brazil as a holiday destination in connection to the 104 FIFA Soccer World Cup. 10 Fully branded brand ambassadors and a professional soccer player distributed 5,000 branded mini-footballs to commuters on the day tickets went on sale.