Metro partners with ITV to push ITV1 HD

Metro, the UK’s national freesheet has struck a partnership with ITV to promote its new ITV1 HD Channel using an eight page glossy gatefold in 200,000 copies of its London edition.

The newspaper says the move is a “media first” with 50,000 copies of the glossy gatefold inserted into Metro each day and distributed at different London stations next week.

The campaign sees Metro as the only national newspaper to run the activity, with the creative also running in newspaper supplements and magazines.

The campaign, planned by Mindshare and designed by Bartle Bogle Hegarty, will run from today (19 April) to 22 April.  The creative features four pages of images of a selection of ITV talent, including Holly Willoughby, Amanda Holden and Dermot O’Leary.  

The other four pages feature details of the launch of the new ITV 1 HD Channel along with the phrase ‘The Brighter Side Just Got Brighter’.The aim of the campaign is to raise awareness of the launch of the new HD channel and forms part of ITV’s continued branding campaign to position itself as ‘The Brighter Side’.

Grant Woodthorpe, executive director of sales at Metro says: “We are delighted to be working with ITV as part of this high profile campaign, particularly as it is a media first for Metro.  It is a great piece of creative and will really grab the attention of our urbanite readers as they spot the many recognisable faces of ITV talent.”

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