Mustoe Merriman Herring Levy is to handle the 1.5m advertising campaign for the launch of London Metro, Associated Newspaper’s free London newspaper.
The campaign will include poster and regional television advertising for the full-colour tabloid from the publishers of the Daily Mail, the Mail on Sunday and the Evening Standard.
The 32-page title will be distributed on the London Underground from March 9. It will be available between 6am and 10.30am.
There will be an initial print run of 350,000, targeted at 785,000 commuters who travel on the tube at this time of the morning.
According to Associated Newspapers, 77 per cent of these commuters are ABC1s, more than half are aged between 20 and 34 years, and about half do not read any newspaper on the Underground in the morning.
Media Analysis, page 14