The UK daily morning newspaper Metro has launched its first live integrated travel campaign in partnership with British Airways Holidays, giving customers the chance to create and edit content.

The week-long partnership will see comedian, actor and writer Joe Wilkinson set off on a series of globe-trotting challenges. As he embarks on his travels he places his fate in the hands of Metro readers; from the choice of destination to the itinerary on offer.

Beginning his journey at the airport, Joe asks readers to vote online as to where he should go. Readers have a choice of; Dubai or Marrakesh, or the colder climes of New York and Prague.

On arrival, a selection of crowdsourced experiences will be presented to Joe to undertake, with readers voting via his Twitter handle @gillinghamjo, using hashtags to build a bespoke and challenging itinerary designed to push him outside of his comfort zone. Suggestions could include anything from visiting a Hammam in Marrakech to joining a Hip Hop tour in New York. Joe will interact with Metro’s audience via social media throughout and reader comments will feature as part of a live feed on

On Friday January 10, the week’s events will become a double-page travel special featuring Joe’s activities plus reader tips. Metro’s editorial team will have just nine hours to create the feature.

Matt Teeman, commercial director at Metro said: “We’re excited to partner with British Airways Holidays for our first-ever, fully-interactive 100 per cent live travel campaign.”