Metro worked with Casper in to bring in new customers and promote a special coupon available in Metro New York as well as their new store locations in the city. To celebrate the opening of store locations in SoHo and at the Oculus downtown, Casper ran a backpage ad with a coupon code good for $85 off the purchase of a mattress.
The marketing campaign consisted of:
Hand promoters – promoters handed out copies of the day’s Metro New York to passers-by, inviting them to take advantage of the coupon on the backpage and stop in to one of the new store locations.
Overall the campaign helped generate lots of interest.
Street marketing: street promoter vest exposure and Metro street distribution racks
Native advertising was also utilized. The native article was integrated and appeared on metro.us and across our digital network with our NativeX program.
The print campaign delivered an estimated 1.5 million adults 18+ in New York and an estimated 4.2 million gross impressions. Dr. Young’s book made it to number 1 on the Wall Street Journal best seller list!
“It is I who owe you and your team the deepest thanks. Dr. Young’s book made it to Number 1 on the Wall Street Journal Best Seller List because of our nationwide campaign and made it to most desired library book because of the Metro campaign.
We were very happy to work with your team and would do it again in a heartbeat.”
Objective: Commemorate the Sept. 11 attacks and tie in with mural painted on side of Century 21’s storefront in the Financial District near “Ground Zero”
Execution: Metro published the artwork as an unbranded center spread the day before to intrigue readers and republished it on the actual 9/11.
Results: The unveiling of the Century 21 commemorative mural was widely covered by New York media. Mr. Brainwash, the artist, gave a nod to Metro in the upper right-hand corner of the mural –further proof of Metro belonging to New York City.
When New Balance wanted to drive foot traffic to their Store Grand Opening in Center City Philadelphia – as well as to promote New Balance’s connection with the city of Philadelphia, they reached out to Metro Philadelphia.
The campaign consisted of:
High Impact front page positions (J-Front, front page banners) to tease about the Grand Opening.
Cover wrap in Metro Philadelphia on day of store opening distributed by scripted and outfitted premium promoters.
Follow up with half pages and front page positions.
Metro demonstrated once again its ability to raise awareness and foot traffic for a new store opening through the powerful combination of a cover wrap and coupons.
The pictures speak for themselves. The line to get into the New Balance store was down the block!