Metro promotes Britney Spears’ Radiance

Metro newspaper is launching a campaign to promote pop star Britney Spears’ new fragrance in the run up to Christmas.

The freesheet will promote Spears’ Radiance perfume for Elizabeth Arden across its print and online platforms from 1 November.

The campaign will include sampling and reader events in London, Birmingham, Manchester, Leeds, Edinburgh and Glasgow.

Activity includes competitions to win holidays and spa treatments, with readers able to choose which prize they want to win the most.

All activity will use the campaign strapline of ’choose your destiny’.

Metro will also be hosting reader ’pampering’ events in Manchester, London and Edinburgh in December, which will be promoted through the paper’s Guilty Pleasures entertainment page and a microsite.

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