21.03.2003
"We want to make the economically interested public aware of our unique and unmistakable identity as the METRO Group, our joint cross-divisional targets and our feeling of belonging to a strong and efficient alliance." This is how the Chief Executive Officer of METRO AG, Dr. Hans-Joachim Körber, commented on the launch of the campaign. The first step in this direction was already taken by the company in November 2002. Since then the company has been operating under the name METRO Group. The image campaign that is now breaking is an immediate continuation of this thought. "We want to make it clear that the METRO Group is more than the sum of its parts, i.e. the sales divisions, and that throughout the group we feel committed to a common corporate culture and to the same values," said Körber. Furthermore the campaign communicates the main brand message: "METRO Group – the Spirit of Commerce" and therewith expresses the character of the Group as modern, success orientated and international.
With the ad campaign that initially consists of seven motifs the METRO Group primarily appeals to shareholders and investors as well as decision-makers in industry, politics and society. As one of the biggest employers in Germany the METRO Group also wants to emphasize its attractiveness to managers and potential employees. The ads will be double page spreads in consumer magazines and double page tunnel ads in daily newspapers. Insertion of the campaign is initially limited to Germany. It is, however, not ruled out that the campaign may later also run in international markets.
