James Blunt to guest-edit Metro International in Warner Music deal

by Alison Donnelly, Marketing 20-Oct-08, 13:11

LONDON - A tie-up between Warner Music and Metro International will involve singer-songwriter James Blunt guest editing the global edition of freesheet Metro on 17 November.

It is the first time Metro International, which is published in 20 countries, has had a guest editor. Blunt will not, however, guest-edit the UK edition of Metro, which is owned by Associated Newspapers.

Blunt will edit the title from the Metro Rome office, where he will be working with global editor-in-chief Sakari Pitkanen. Blunt will also work on a feature on Médecins Sans Frontières, an international medical humanitarian organisation he supports, and with which Metro International has previously worked.

Editorial content will be supported by a month-long global marketing campaign across radio, online and print platform.

From today, a bespoke microsite will offer Metro readers the chance to win an all-expenses-paid trip to Italy and act as Blunt's deputy. The homepages of the Metro and James Blunt websites will host his new video, alongside exclusive additional material such as behind-the-scenes footage of the musician at work.

Print ads will run in 20 countries and 20-second radio spots will run in selected territories. The activity coincides with the release of Blunt's single, Love, Love, Love, on 17 November.

Comments

Robyn Colwill - 13/11/2008

I'm very much looking forward to reading Metro International's newspaper on 17th November. To my limited knowledge of marketing, the campaign which presents a genuine Win/Win situation will be the most successful, and from that point of view I perceive the collaboration between Metro Intermantional and Warner will undoubtedly be a success. How could it not be with James Blunt as Editor-for-a-day launching this campaign into the stratosphere! Everyone wins including Medecins Sans Frontieres. Brilliant!