The campaign presents London in a "new, engaging and informative way to attract the city-based North American traveller".
The advertorial uses the slogan "London Uncovered". The accompanying text explains what it's like to live in London as a Londoner and includes themes such as "Fall in love with London" and "See London like a local".
The Metro advertorials in the US are the first London tourism promotion to run in North America since the events of July 7 and 21.
Martine Ainsworth-Wells, Visit London marketing director, said: "Visit London has worked extensively in Europe with Metro and our airline partner British Airways for several years, picking up awards for media placement and impact on the way."
He added: "The North American market is showing great propensity to visit London at present and so we've decided to launch our first-ever Canadian campaign in Toronto with Metro and British Airways this month."
Advertorials are appearing in New York, Philadelphia, Boston and Toronto editions of the Metro during October. It is estimated that the campaign will reach more than 2.7m people aged 18-50.
The campaign is part of Visit London and BA's £10m global annual marketing budget. It is the result of a four-way partnership between Visit London, BA, OMD International and Metro International.
Separately, Metro International has set up an in-house creative unit as part of its global sales department. The arm is being headed up by Adam Harris, who has been promoted. Its first project is to produce advertising for Canon.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.
Comments