Trade objective:

Raise awareness and understanding of the Metro brand to media agencies, clients, creative agencies and opinion formers and communicate the following messages:

·               Metro is a national brand

·               Metro works and is a very flexible creative medium

·               Metro communicates with Urbanites (Around 2 million people across the country read Metro every week day. Half of Metro’s total readership are classified as Urbanites. Urbanites are generally aged between 18-44 in full time work – this makes Urbanites and subsequently Metro with it’s unique distribution based around the consumer lifestyle, a very attractive choice to advertisers)

Consumer objective:

·               Build value around the Metro brand and strengthen relationships with Urbanites in order to deter possible new entrants into the market place

·               Maintain current readership profile

Strategy:

To demonstrate how Metro connects people to the city (15 cities around the UK)