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James Blunt's New Day Job


10/21/2008
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(PR) James Blunt, Atlantic Records and Metro International today announced a global brand partnership that will see the acclaimed singer-songwriter guest edit the global edition of the Metro newspaper for a day.

Metro is published in 20 countries and more than 150 cities, with a worldwide readership of over 20,000,000. This will be the first time that the world's largest newspaper has had a famous artist at the helm of its global edition.

James will assume his duties on 17th November at the Metro Rome office where he will collaborate with Sakari Pitkänen, Global Editor-in-Chief. Alongside editing the paper and commenting on news affecting readers around the world, James will be involved in a feature on Médecins Sans Frontières, an international medical humanitarian organization James supports and which Metro Newspapers have worked closely with for a number of years.

James Blunt said, "I have long been fascinated by the media and am excited to have the chance to go behind the scenes at Metro and experience things from the other side. With so much going on in the world right now, I am looking forward to editing a newspaper, raising the profile of subjects close to my heart and hopefully have a little fun along the way. I might even give myself a good review!"

Editorial content will be supported by a month-long global marketing campaign across radio, online and print platform. A bespoke micro-site will offer readers the chance to win an all-expenses-paid trip to Italy and act as James' deputy. The homepages of the Metro and James Blunt websites will host his new video alongside exclusive additional material such as behind-the-scenes footage of James at work. Print ads will run across 20 countries and 20 second radio spots will run in selected territories.

Matthieu Lauriot-Prevost, SVP International Marketing, Warner Music International said, "This project is a great example of how we are looking for new ways to connect our artists to audiences around the world. Artists, rock stars and celebrities have edited newspapers and magazines before, but never on such a vast scale as this. The combination of James Blunt's worldwide appeal and Metro's massive reach is a unique promotional opportunity, creating a global showcase for James' talent, building a big event for Metro readers and generating awareness for an important cause."

Sakari Pitkänen, Global Editor-in-Chief, Metro International said, "It is very exciting that we have a high profile figure editing the newspaper in 20 countries for the first time. James Blunt is a world famous artist, but it is also his diverse background that makes him appealing to Metro readers. Our goal is to increase pick up of Metro on the day, as well as create unique online content to generate more traffic to Metro news sites around the world. With James as editor, we want to create coverage of things that only the largest newspaper can do and our well coordinated marketing campaign in countries where Metro is available will make sure all of our readers will be well aware of the collaboration."



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