Metro targets Newcastle urbanites with Barrett Cernis outdoor ad drive

Metro, the Associated Newspapers freesheet, is launching its first major consumer campaign since 2001 under the line: "News at the speed of life."

Barrett Cernis has created a campaign that will run in Newcastle for a month from 26 April.

The campaign aims to build the Metro brand, creating more interest and excitement about it among its core audience of thirtysomething urbanites.

Eighteen creative executions will run on various outdoor formats across Newcastle. All the ads carry the main "News at the speed of life" line, but focus on various aspects of Metro's coverage, including arts and entertainment, shopping, socialising and travel.

The photography, inspired by the style of the French photographer Jacques-Henri Lartigue, attempts to convey the pace of people's lives with a blurred and stretched effect. For instance, one ad shows a woman taking a picture of a twisted Eiffel Tower, with the line: "Travel news. To go."

The ads were written by Jonathan Eley and art directed by Ray Barrett.

The photographer was Max Forsythe and the typographer was Roland Williams.

Media planning and buying is through Starcom MediaVest. The media strategy will target commuters.

Karen Wall, Metro's head of marketing, said Newcastle had been selected for the campaign because it is "young and vibrant and has been through a lot of regeneration".

Metro was first launched in Newcastle four years ago, just a year after the London edition.

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