New Metro editions to get TSA and print boost

The commuter daily is expanding into London and Winnipeg next month with a promotional campaign from Rethink Toronto.

Urbanite commuters in Winnipeg and London will soon have access to free, daily news as Metro Canada expands into the two markets next month.

Promotions for the launch will target consumers through transit shelter, bus and radio advertising created by Rethink Toronto with media buying handled internally by Metro. The newspaper chain, which has a core readership of young adults aged 18 to 49, is also promoting to agency folk starting today with a Zoom media campaign in agency restobars throughout Toronto and Vancouver, as well as a print and online buy with strategy magazine.

‘Our primary goal is to introduce Metro to potential readers in the new cities, remembering that they may have never heard of the product,’ Leona Katz, account manager, Rethink Communications, tells MiC. ‘With relevant headlines, a strong visual and comically intense radio spots, we let London and Winnipeg know that Metro is an informative, yet quick and easy read for people on the go.

Winnipeg’s total daily circulation will be 40,000, and London will run 35,000 copies. Both cities are in the top 11 largest metropolitan areas in Canada, according to Statistics Canada, with populations of 753,555 and 492,949, respectively.

The expansion means Metro Canada will penetrate nine markets and 53 percent of the total Canadian population, according to a release.