German retailer Metro Group, which operates under the Metro Cash and Carry, Real, Media Markt and Saturn brands has launched a campaign to promote its umbrella brand.
The group said today (4 May) that it will look to promote the company’s “key brand values” of internationalisation, customer orientation, industry leadership and sustainability. It will also focus on Metro Group’s position as a “pioneer” in trade and in political issues related to trade.
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The campaign will largely be conducted through an online “knowledge and opinion portal”, as well as through press and outdoor ads under the tag line ‘Made to Trade’ and will focus on opinion leaders from politics, industry, financial markets and social stakeholder groups.
“Metro Group is the most international retailer worldwide and generated record earnings in the financial year just ended. We are now also underscoring this strong position with an intensified umbrella brand communication,” said head of communication, public affairs and CSR, Michael Inacker.
The retailer is planning to launch a comprehensive online portal for retail knowledge, which highlights the social significance of the retail sector, while also intensifying its dialogue with opinion leaders, particularly politicians and NGOs. It will also run billboards during the Eurovision Song Contest and is sponsoroing the Metro Group Marathon on 8 May.
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By GlobalData
