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!
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.
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.
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.