Raising awareness of the UK's urban newspaper

Metro is launching a £200,000 trade campaign to raise awareness of its national audience of young "urbanites" among creative and media agencies. Creative, through Barrett Cernis, includes eight press executions, each of which focuses on a different city.

Karen Wall, the Metro marketing director, said: "We're trying to communicate Metro as a national brand. Not everybody is aware that we are a City-based newspaper in 13 UK cities."

Media planning and buying is through Starcom Mediavest. The press advertising, which runs through February, is supported by direct mail to key agency people.