Sky Atlantic has wrapped Metros across the UK today (25 April) in the style of fictional newspaper The Westeros Gazette to promote the launch of the latest series of Game of Thrones, which premieres tonight.
The four page cover wrap is intended to bring Metro readers up to speed with the previous season of Game of Thrones in a series of features, together with spoof ads from the Seven Kingdoms, a Westeros weather forecast and a missing persons notice for some of the show’s most prolific characters.
The campaign extends into Metro’s digital editions and was supported by an experiential campaign which saw live string quartets from the Urban Soul Orchestra performing the Game of Thrones theme on branded concourses in seven locations nationwide.
The multi-platform campaign has been created by Metro’s in-house creative agency, Story.
Sophie Robinson, creative director, Metro said: “The arrival of a new series of Game of Thrones has become a cultural event and the thing on everyone’s lips in workplaces across the country. Metro’s role in the heart of the morning commute means we’re perfectly placed to help fuel excitement on premiere day with an innovative and attention-grabbing solution like The Westeros Gazette.”
The new series of Game of Thrones premieres on Sky Atlantic at 9pm this evening.