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LONDON: 12 April 2011: Today, the Financial Times launches an international advertising campaign that underscores the FT’s position as the go-to source for global news and analysis and its channel-neutral strategy in delivering the FT’s award-winning content whenever and wherever readers wish to consume it.
The campaign was created by DDB and is comprised of print, online and television advertisements. The central image features the world’s iconic business buildings (FT cityscape) set upon a person’s fingertips, while accompanying text and voiceovers emphasize the FT’s multi-channel role in keeping its audience informed of how “events in one corner of the world” impact the state of affairs in another.
The print and online advertisements will appear in the Economist, TIME, Fortune, Prospect, Foreign Policy, Technology Review, Fast Company and the Harvard Business Review. The television component will air on networks that include CNN (Asia), CNBC (Europe) and BBC World. The campaign will run throughout 2011.
Caroline Halliwell, Director of Brand and B2B Marketing for the Financial Times, commented: “This campaign underlines the FT’s commitment to provide trusted and authoritative business news, comment and analysis from a global perspective – available across multi-platforms, however, whenever and wherever you want it. Global business news – literally at your fingertips.”
The television commercial can be viewed here: http://bit.ly/dRIdGL
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About the Financial Times:
The Financial Times, one of the world’s leading business news organisations, is recognised internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the FT has a combined paid print and digital circulation of 597,015 (Deloitte assured, 2 October 2010 to 4 January 2011) and a combined print and online average daily readership of 2.1 million people worldwide (PwC assured, November 2010). FT.com has over 3.2 million registered users and 207,000 paying digital subscribers. The newspaper, printed at 23 print sites across the globe, has a daily circulation of 378,707 (ABC figures February 2011).