Case studies
Korean Air
Metro is the perfect vehicle for advertisers to reach their audiences. Many of the world's leading brands are already using Metro as an effective answer to their marketing needs.
Brief
Korean Air teamed up with Metro International to celebrate their 40th anniversary whilst promoting their worldwide destinations to both holiday and business travellers.
Solution
Metro International’s in-house creative team created a bespoke newspaper sleeve designed to look like a Korean Air ticket wallet. Front page activity and an in-paper cut-out advert in the business section of the newspaper ran on the same day ensuring that readers instantly made the connection when they read the front cover and the business section. 25,000 copies of the special wallet ran in Paris and Italy with the in-paper activity running nationally in Italy and in the Paris edition. Metro International used their distribution network to target the wallets to professionals in business areas in Milan and Paris.
Result
The campaign proved to be a great success with a massive 95% of readers recalling seeing the activity and 9 out of 10 readers saying they would like to see more adverts completed in this format. Almost 75% of all readers that saw it considered the newspaper wallet to have a positive impact on the brand and 50% of the respondents said they were going to check Korean Air fares or check out the website. All in all, a fantastic results for this new advertiser to Metro.