Leo Burnett Backs Metromix Expansion

CHICAGO Tribune Co. said it would roll out Metromix, the local entertainment Web site that began in Chicago, across all its newspapers.

Leo Burnett here is responsible for digital marketing along with TV, print and cinema advertising. The agency has produced a 30-second commercial for Metromix L.A. that will be shown in movie theaters across Los Angeles and on Tribune-owned KTLA-TV. The client awarded its estimated $10 million ad account to Burnett two months ago.

The company just launched Metromix at the Los Angeles Times, and said it would have a site in New York up and running this week.

Metromix was already available in Orlando and Baltimore.

“Expanding Metromix supports our overarching strategy to grow our interactive business in Tribune markets and beyond,” Tim Landon, president of Tribune Interactive, said in a statement. “Our goal is to become a national brand with very engaged local audiences, offering advertisers a valuable opportunity to reach a highly desirable demographic in new, unconventional ways.”

Metromix is aimed at young, “socially active” adults with a searchable database of entertainment listings, and user and staff comments on the city’s restaurants, bars, clubs, music, movies and other events.

In Chicago, the site’s searchable database includes more than 45,000 reader reviews, 5,000 current events and 20,000 destinations, including more than 10,000 restaurants and 3,000 bars and clubs.

Metromix, which launched in Chicago a decade ago, has the highest online engagement among local sites, according to Tribune Interactive, which cites comScore.

“Metromix will fill a much needed role as the fun, clever and comprehensive local entertainment Web site as we expand into new markets,” Metromix gm Kara Walsh said.