The freesheet will run a multi-platform campaign, developed in collaboration with Carat Sponsorship.
It will run from tomorrow (18 June) until 2 July and forms part of the brand’s £1m ’Summer Perfectly Served’ campaign.
Metro says the campaign aims to promote Blossom Hill’s position as the official wine of Wimbledon to Metro’s regional audiences and will also showcase its rose variants as the “perfect win choice for summer alfresco occasions.”
The activity will begin with a Blossom Hill ’takeover’ of Metro.co.uk on 18 June, including its home page and all of its ad sites.
On 28 June, Metro will distribute a specially created 24 page Wimbledon edition, featuring a mixture of Wimbledon related sports editorial and lifestyle features, as well as Blossom Hill display adverts and advertorials.
Branded merchandisers around the Wimbledon courts will hand it out at 11am and 5pm and at London’s main commuter train stations.
The special Wimbledon handout activity will be backed up with in-paper promotion, with Blossom Hill sponsoring Metro’s Wimbledon coverage, as well as a week long competition from 21-25 June, allowing Metro readers the chance to win tickets to Court 1 and Centre Court and to the women’s final.
Sally Evans, creative planning group head at Metro, says:
“We are really pleased to be working with Blossom Hill on this campaign. They are the number one wine brand in the UK and really appeal to Metro’s young urbanite audience. Developing a special edition newspaper for this tournament shows our commitment to developing creative solutions for clients.”