Most valuable ad deal for Metro International

Related by Brand Republic and it's not a good news for paid-for newspapers: "Metro International, the international free newspaper, has brokered a £2m (around 3 million euros) advertising deal, its most valuable to date, across seven countries including the UK with Mitsubishi Motors to push the launch of its new Colt car across Europe. The heavyweight campaign runs to November and will support the rollout of the new Colt in Metro International editions in France, Spain, The Netherlands, Sweden, Denmark, Italy and in Metro UK. There will be two waves of activity in each Metro International market. Each will start with a full cover-wrapped newspaper handed by distributors in branded clothing. This will be followed by a burst of half-page ads. Metro International will provide Mitsubishi with a new ad format in that some ads at the foot of the page will be in the shape of the new car and appear to cut in to the editorial above.

Source: Brand Republic