Today’s Metro is a special Comic Relief edition with bespoke advertising creative from brands including British Airways, Sainsbury’s, Specsavers and Facebook.
Metro has teamed up with the charity, whose aim is to eradicate poverty, to not only celebrate and promote Comic Relief, but also to donate a percentage of its advertising revenue from the special edition of the paper.
Specially adapted advertising runs throughout the newspaper from a variety of brands, alongside editorial features starring Comic Relief’s famous talent. The recognisable Metro masthead has also been adapted to feature a red nose. The activity was largely negotiated, planned and bought by MC&C Media.
Grant Woodthorpe, executive director of investment at Mail Metro Media, said: “We’re really chuffed to be partnering with Comic Relief for this newspaper takeoever. We know 1.8 million Metro readers have donated more than £181 million to charity in the last 12 months so we’re confident we will help make a real difference, and hopefully raise some smiles on Friday morning whilst we’re at it!”
In the past, Metro has transformed itself for Breast Cancer Now and Rainbow Laces. 93% of its readers say ‘brands have the power to raise awareness and funds’ and 91% agree that ‘seeing brands like this working together makes the message very powerful’.