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Travel Expedia Metro

Metro partners with Expedia to launch ‘Not in the Guide Books’ campaign

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By Jennifer Faull, Deputy Editor

January 12, 2013 | 2 min read

Metro has partnered with global travel brand Expedia to launch a ‘Not in the Guide Books’ city guide, giving an insider’s guide to four international city destinations, including Reykjavik, Dubai, New York and Hong Kong.

Every Monday a different city will be featured in a new editorial column in Metro, directing readers to the full interactive guide on Metro’s Tablet Edition.

Starting this week with Reykjavik, the interactive guide is presented as a mini-magazine starring three main features: ‘Host interview’ – with insider information on the top places to eat, drink, see and stay; alongside ‘The Ultimate Map’ showcasing these places plus addresses and opening times , plus The 48-hour Mission’ – an activity list of must-sees. The following week will feature editorial on Dubai, then New York and finally Hong Kong.

This interactive map has also allowed readers to filter recommendations by desired activity, time of day and author, creating a tailored, personalised experience.

The integrated cross-platform campaign is running across Metro’s print, tablet, social media channels, highlighting the designated travel channel on Metro.co.uk which offers consumers with the chance to win one of four £500 Expedia hotel vouchers.

Rebecca Mckee, senior marketing manager for Expedia.co.uk, said: “Everyday thousands of people with different passions, different perspectives and different preferences book travel through Expedia and the range of local experts we have chosen aims to reflect this diversity.

"Through this campaign we will show the many varied experiences that Expedia.co.uk can offer to suit everyone’s individual tastes along with the passion for travel that drives the people behind the brand.

“Our customers want to plan and book their travel using a broad range of platforms and channels and we aim to support them in doing, so a multi-platform approach in this campaign was particularly important to us.”

Matt Teeman, commercial director at Metro, added: “This interactive, cross-platform campaign offers consumers informative and entertaining content around an area we know they’re hugely passionate about – travel."

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