HONG KONG: The Financial Times is launching a new FT.com brand advertising campaign in Asia today. Created by Rapp, the campaign centres on a ‘Glass City’ image that illustrates how the FT brings its readers and users a complete, unparalleled view of world business all in one place.
The campaign launches at the beginning of September and will feature TV, outdoor, print, direct mail, digital and a dedicated microsite. The campaign will run only in Asia, with particular emphasis in Hong Kong and Singapore.
Angela Mackay, Managing Director, Head of Asia Pacific for the Financial Times, said: “The new FT.com brand campaign showcases the strengths and depth of the website to users in Asia and takes them to content and tools online that help in daily business decision making.”
The ‘Glass City’ creative is an extension of the well-known global “World Business. In one place.” Cityscape campaign, which reflects the FT’s unparalleled position to bring its readers a complete view of world business.
The campaign will run in regional media including The Economist, FORTUNE, Bloomberg TV, CNN.com and BBC.com as well as trade media magazines Campaign Asia Pacific and Marketing. The outdoor media focuses sites with high visual impact in central business districts in Hong Kong and Singapore. The online campaign will consist of advertising on LinkedIn, edms and search and display campaigns on Yahoo and Google geo-targeted to Hong Kong and Singapore.
All the online ads will link through to an FT.com ‘Glass City’ digital landscape at www.ft.com/glasscity. Navigating through the site, visitors can explore 16 different scenarios that bring audiences into some of the buildings in the ‘Glass City’ where they can explore the diversity of business and what’s happening around the world. This dynamic landscape links back into topics, news and tools on FT.com.
Jocelyn Cripps, Marketing Director for the Financial Times in Asia said: “The FT newspaper has firmly established itself in the region with a loyal readership amongst the C-Suite and banking and finance industries. We wanted to create an innovative and relevant campaign to further promote FT.com and its wealth of content and tools to a broader range of business readers in Asia. Our combined global online and print circulation also shows a growing demand for the FT’s quality journalism.”
To coincide with the campaign, the Financial Times will also be targeting prospective readers via direct mail campaigns to experience the best of FT by subscribing to the FT and FT.com.
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For further information please contact:
Global Director of Communications
T: +44 (0) 20 7 873 4447
Head of Communications, Asia Pacific
Tel: +852 2905 5519
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 585,681 (Deloitte assured, 4 April 2011 to 3 July 2011) and a combined print and online average daily readership of 2.1 million people worldwide (PwC assured, November 2010). FT.com has over 3.7 million registered users and 224,000 paying digital subscribers. The newspaper, printed at 26 print sites across the globe, has a global print circulation of 356,194 (ABC, June 2011). The FT has seen over 1 million downloads of its mobile and tablet apps.