Metro and Sky Atlantic have today (25th April 2016) joined forces to create a branded content cover wrap in the style of fictional newspaper The Westeros Gazette, raising awareness of the new series of Game of Thrones which premieres on Sky Atlantic at 9pm this evening.
The four page cover wrap brings Metro’s 3.3 million readers up to date with the previous season of Game of Thrones in a series of news features inspired by the Sky Atlantic show. Also featured are spoof ads from the Seven Kingdoms, a Westeros weather forecast and a missing persons notice for some of the hit show’s most prolific characters.
The campaign extends into Metro’s digital editions and was also amplified for commuters this morning at a selection of UK railway stations. The experiential activity comprised 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.”
Catherine Lees, Director, Entertainment Marketing and Digital at Sky, said: “We are excited to be welcoming back Game of Thrones for its sixth season exclusively on Sky Atlantic. With help from Metro we’ve given a Game of Thrones twist to the Monday commute, fans should listen out for that iconic theme tune echoing through the station and make sure they don’t miss the special edition of The Westeros Gazette.”