James Blunt to guest edit Metro International

by Jacquie Bowser, Brand Republic 20-Oct-08, 12:30

LONDON - Singer James Blunt is to guest edit Metro International's global freesheet Metro on November 17, giving the Warner Music artist massive exposure in 20 countries.

Blunt will assume his duties at the Metro Rome office where he will work with Sakari Pitkanen, global editor-in-chief.

The singer will also be involved in a feature on international medical humanitarian organisation Medecins Sans Frontieres.

Blunt said: "I have long been fascinated by the media and am excited to have the chance to go behind the scenes at Metro and experience things from the other side.

"With so much going on in the world right now, I am looking forward to editing a newspaper, raising the profile of subjects close to my heart and hopefully have a little fun along the way. I might even give myself a good review."

Blunt's editorial stint coincides with the release of his new single 'Love, Love, Love' on November 10.

His label Warner Music is to raise awareness of his newspaper role with a month-long global marketing campaign across radio, online and print.

The homepages of Metro.lu and JamesBlunt.com will host his new music video, as well as behind-the-scenes footage of him at work.

Print ads will run across 20 countries and 20-second radio spots will run in selected territories.

Readers can also visit a bespoke microsite to win an all-expenses-paid trip to Italy to act as Blunt's deputy.

Matthieu Lauriot-Prevost, senior vice president of international marketing at Warner Music International, said: "This project is a great example of how we are looking for new ways to connect our artists to audiences around the world.

"Artists, rock stars and celebrities have edited newspapers and magazines before, but never on such a vast scale as this."

Metro International is published in 20 countries, including Croatia, Czech Republic, Denmark, Finland, France, Greece, Holland, Hungary, Italy, Portugal, Russia, Spain, Sweden, USA, Canada, Mexico, Chile, Brazil, China and South Korea.

Sakari Pitkanen, global editor in chief of Metro International, said: "Our goal is to increase pick up of Metro on the day, as well as create unique online content to generate more traffic to Metro news sites around the world.

"With James as editor, we want to create coverage of things that only the largest newspaper can do and our well coordinated marketing campaign in countries where Metro is available will make sure all of our readers will be well aware of the collaboration."