Expedia.co.uk and Metro team up for hidden gems city guide campaign

Expedia has teamed up with the Metro, one of London’s free newspapers, for a new on and offline campaign aimed at inspiring visitors to travel to some of the world’s most iconic cities.

Expedia has teamed up with the Metro, one of London’s free newspapers, for a new on and offline campaign aimed at inspiring visitors to travel to some of the world’s most iconic cities.

The ‘Through a Different Lens’ campaign has been devised with marketing agency Delete which has produced eight interactive city guides.

These highlight some of the hidden gems in popular city destinations such as Ibiza, London, Paris, Barcelona and Los Angeles.

An app is available on Metro’s tablet and mobile editions and his being promoted in the daily hardcopy newspaper. The campaign will run until November.

The guides are a development of Expedia’s iOS-only app launched earlier this year and include host itineraries available in both the Apple mobile operating system and Google’s Android.

Rebecca Mckee, senior marketing manager at Expedia.co.uk said: “By bringing together beautiful images and local insights we aim to inspire more travellers to learn more about and experience these destinations, ultimately creating their own amazing stories of discovery with Expedia.

“Travel is an inspirational experience so it was vital for us to work with a company who could create an app that would bring travel to life in the same way as when you see and hear about a friend’s travel experiences.”

Damon Mangos, creative director at Delete added: “Working with Metro’s interactive publishing system AppStudio, we took a responsive web app approach; building the interactive map and itineraries component in HTML5 and embedded within the platform, to give us control across multiple devices.”

Sam Warriner, head of brand partnerships, Metro Newspaper, said: “The concept is about inspiring our readers to get the most from city breaks with Expedia, ‘Don’t just visit a city, experience it…’ by introducing a unique host to show you all the secret gems that aren’t in the typical guidebooks.”