Metro success at Newsawards
Metro’s Bohemian Rhapsody cover wrap picked up the award for International Printed Innovation of the Year at Wednesday evening’s Newsawards. The same campaign activity with 20th Century Fox was also Highly Commended in the Commercial Advertising Initiative of the Year category, recognising Metro’s innovation and commercial creativity for the release of the Oscar-winning film.
The specially created Metro musical cover wrap was hand distributed by Freddie Mercury lookalikes to 5,000 commuters at London’s Liverpool Street and Waterloo stations in October.
Newspapers were taken straight from the presses for the musical covers to be stitched to the outside of the papers, before sound-chips were manually inserted. The short production window then allowed for drop off at two of London’s busiest stations in time for rush hour.
Brian Lamb, Product Manager, dmg media said: “This was a first for the production team and we are so proud to be recognised for the achievement. Delivering such a fun edition of Metro requires a truly collaborative effort across all teams involved, so congratulations to all.”
Grant Woodthorpe, Executive Director – Investment, Mail Metro Media said: “When the opportunity came along to create our first musical cover wrap with 20th Century Fox for Bohemian Rhapsody, we knew it was the perfect partnership.
”Delivering innovative print solutions and brightening up commuters’ mornings are two things we pride ourselves on at Metro – and this media first takes both to a new level. Well done to everyone involved – it’s brilliant to be recognised for great work.”