The Marketing campaigns contain everything from traditional print advertising, editorial coverage in our own newspapers, to online advertising, presence in social media and YouTube, to radio coverage. The projects are to the largest possible extent advertised in the same manner, portraying the same message in all 23 Metro countries involved in the project. The campaigns are a global branding tool, a great example of how a global newspaper can differentiate themselves from other local actors on the same market. The creative strategy comes from a cooperation between Metro’s Global Editorial Department 'Metro World News', Metro’s Global Marketing Department and the Guest Editor’s team. Close communication with local Marketing and Sales Departments is vital to ensure successful local execution. Making sure we find globally relevant guest editors ensures local engagement and success on all 23 markets. Metro’s recent Global Guest Editors Lady Gaga, Karl Lagerfeld, Richard Branson and Justin Bieber proved we have a unique track record of partnering with superstars to create international headlines, reach new audiences and build the brand.

The Guest Editor editions have together reached over 2 billion eyeballs, and generated an unknown amount of buzz on fanboards, in niche circles and of course — in media agencies the world over. Metro experiences a huge amount of traditional and social media traction, an expected uptick in sales and residual goodwill marketing in connection with this initiative — but most importantly, our readership really responds to the events and the promotional activity leading up to them.