NEW YORK: The Financial Times launches today a global, integrated marketing campaign that underscores its position as a trusted source for world news and analysis in turbulent economic times. The advertisements, comprised of print, online, television and outdoor components, are accompanied by a four-week, risk-free trial subscription to the FT.
Creatives will include a visual rendition of “SOS” in Morse code depicted with global currencies, accompanied by the text “The stormy world economy. Get the trusted, global perspective.” Another will feature a rescue St. Bernard carrying an FT on its collar.
The print and online advertisements will appear in the Economist, Bloomberg Businessweek, Fortune, Harvard Business Review, Technology Review, Money and Fast Company, while the television commercial will air on Bloomberg TV, MSNBC and BBC World. Outdoor placement in the US includes key commuter rail systems, bus stops, parking garages and public phone booths in New York and Washington.
Caroline Halliwell, Director of Brand & B2B Marketing for the Financial Times, said: “The challenging and uncertain economic climate continues to generate an even greater demand for the FT’s expert news and commentary around the world. This new marketing campaign reflects how the FT’s unrivalled network of journalists continues to answer this call by providing essential international coverage of the most pressing issues of the day.”
To view the creatives and television commercial, please visit http://bit.ly/qO4Hz9.
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For further information please contact:
Emma Gilpin-Jacobs
Global Director of Communications
Financial Times
T: +44 (0) 20 7873 4447
E: emma.gilpin-jacobs@ft.com
Kristina Eriksson
Head of Communications, EMEA
Financial Times
T: +44 (0) 20 7873 4961
E: Kristina.Eriksson@ft.com
Darcy Keller
Head of Communications, The Americas
Financial Times
T: +1 212-641-6614
E: darcy.keller@ft.com
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 229,000 paying digital subscribers. The newspaper, printed at 23 print sites across the globe, has a global print circulation of 336,590 (ABC, July 2011). The FT has seen over 1 million downloads of its mobile and tablet apps.