Commuter newspaper Metro conducted a joint promotion with clothing retailer H&M yesterday in Halifax, Toronto, Edmonton, Calgary and Vancouver. During the promotion, which Metro described as a first for both companies, H&M customers would receive a 25% discount on the first item they purchased if they showed a copy of the paper or the Metro application on their phone. The offer was supported with full-page ads in Metro in the five participating markets for four days, as well as promotional workers at major H&M store in Vancouver and Toronto on Sept. 13. Additional support included online advertising, email communications and social media activities. "H&M was a natural fit for this partnership, since Metro's audience [of] youthful, active metropolitans are H&M shoppers," said Jodi Brown, marketing and interactive vice-president at Metro. "Metro Day reinforces the value of sharing and is an ideal initiative for the world's largest sharer of free news."