Metro bands together with Queen biopic Bohemian Rhapsody for musical cover wrap
Today's edition of The Metro featured a musical surprise for commuters today, as a special Bohemian Rhapsody cover wrap played the classic Queen song to readers opening the paper.
Today's Metro cover wrap, created to tie in with new biopic Bohemian Rhapsody
The limited edition cover wrap, created to promote a biopic about the life of Queen frontman Freddie Mercury, also included a free clip-on moustache.
The musical Queen-themed copies of the free paper were distributed by vendors dressed as Mercury to 5,000 commuters at London's Liverpool Street and Waterloo stations. Upon opening the paper, it began playing the band's most famous hit.
Grant Woodthorpe, executive director of investment at Mail Metro Media said: “When the opportunity came along to create our first musical cover wrap with 20th Century Fox for Bohemian Rhapsody, we knew it was the perfect partnership.
”Delivering innovative print solutions and brightening up commuters’ mornings are two things we pride ourselves on at Metro – and this media first takes both to a new level.”
Previous Metro cover wraps have included mock covers in Mandarin promoting ITV drama Strangers and a bottle-green cover promoting Heineken.