Case Studies - Travel


City destination guides

Expedia Travel


London, Ibiza (Evisa), Los Angeles, Paris, Barcelona, Las Vegas, New York City, Berlin



Metro UK developed a content strategy that profiled the coolest cities in the world through the eyes of an insider. In-paper branded content ads promoted a fully interactive city guide available for download, on both smartphones and tablets, which featured hidden gems in particular cities.


Once downloaded, the digital guides used stunning imagery and animation to navigate through the cities. We know that our readers travel regularly and that they are impulsive. These unique guides provided the inspiration to travel and the functionality to book the trip through



- Over 9 million print readers

- 35,000 tablet unique views

- 30,000 smart phone unique views

- 25,000 competition entries


Expedia sales to Dubai recorded the highest increase at 46% with an average sales increase across the first 8 destinations of 13%. We also supplied data on dwell time for every digital edition.