Metro Toronto News

Metro Toronto News

November 15, 2005 09:06 ET

Metro Wraps Itself in Glama for Rogers Wireless

TORONTO, ONTARIO--(CCNMatthews - Nov. 15, 2005) - Metro announces a North American first in daily newspapers with the introduction of an onion skin wrap to launch Rogers Wireless' holiday advertising campaign. A 6-page advertisement wrapped around the newspaper itself, is printed on transparent paper, called Glama, that invites readers to peel back the messages as you would an onion skin.

"It's a first for Metro and for a North American daily," says Stephane Gagne, Metro's Publisher. "This type of paper has never been used before in such a manner. We are excited to offer it to our clients, on a Canada-wide scale. The Glama paper is an ideal product for any advertiser who wants to stand out and add a touch of glamour to their campaign."

"Rogers Wireless is the exclusive provider of the most innovative wireless phones for giving and receiving this holiday season, and our advertising campaign utilizes new and innovative media techniques to provide a fitting showcase for these products," said Carolyn Meacher, Vice President, Marketing Communications, Rogers Wireless. "The onion skin wrap around the Metro is a great example of such innovation, as it reveals our theme and messages one fun layer at a time."

The Metro and Rogers Wireless onion skin wrap campaign launched simultaneously on November 15th across Metro's four Canadian markets - Toronto, Montreal, Ottawa, Vancouver - for a total circulation of 560,000 copies. In addition, over 100 enthusiastic street promoters wearing Rogers hats will be distributing over 50,000 extra copies of Metro in all four cities.

Metro newspaper is part of Metro International, which publishes 59 editions in 19 countries and in 18 languages. With 35 million weekly readers throughout the globe, Metro is the world's largest and fastest-growing international newspaper. Metro has a unique global reach - attracting a young, active, well-educated Metropolitan audience of over 17 million daily readers and more than 35 million weekly readers. Metro has an equal number of male and female readers and 70% are under the age of 45. In Canada, Metro is published in Toronto, Montreal, Vancouver and Ottawa

Metro International S.A. 'A' and 'B' shares are listed on the Stockholmsborsen 'O-List' under the symbols.

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