Commuter newspaper Metro has begun a national advertising campaign to promote its recently redesigned website and new smartphone applications. The campaign, worth $5 million, is intended to "reinforce Metro's position as the largest sharer of free news in the world," according to the company. Developed by Rethink, the campaign consists of theatre, radio, online and mobile advertising in the English-language markets in which Metro publishes. The initiative also includes transit advertising and billboards in Toronto, Calgary, Vancouver, Regina and Saskatoon, as well as a series of miniature Metro newspaper boxes placed next to the full-sized boxes. The boxes contain cards reading, "Also available in pocket-sized," accompanied by a quick response code that links to the mobile application. "In addition to launching new native apps, the new website uses responsive design to automatically adapt to different display types so that no matter what device our readers are using, they can view our site properly," said Jodi Brown, vice-president of interactive and marketing for Metro English Canada. "Metro is the number one news brand for [youthful active metropolitans] and we are committed to delivering the best experience possible on all the platforms that our connected readers are using." The new website was designed by Jet Cooper, while the applications were created by Xtreme Labs.